AKQA in Second Life

AKQA has purchased SearchRev, a 60-person search marketing firm touting clients such as Coke, Yahoo!, Shutterfly, and RealNetworks.

The buy is part of a plan to turn the agency into what CEO Tom Bedcarre calls the "marketing operating system for the next generation," according to AdWeek.

The two will continue to behave as separate entities, with SearchRev operating as AKQA's technology arm.

The buy is the first since AKQA was itself acquired by private equity firm General Atlantic in February. With the new backers, Bedcarre hopes to acquire more holdings to automate media planning, search marketing and marketing optimization, converting the agency into a marketing company for the digital age.

The move recalls Microsoft's activity with golden child brand aQuantive, and others like 360k and iCrossing, which have built an agency business with a technology arm.