The transition process began last week, as RMI opted to recommend the Moore division rather than pursue a traditional acquisition. To mitigate disruption, several former RMI account representatives have joined the AudienceFirst Media team, maintaining direct support for their established clients. Rich Leary, president of RMI, cited the alignment in data-driven audience strategies as the primary driver for the partnership.

AudienceFirst Media, which operates under the SimioCloud umbrella, specializes in data solutions for nonprofits and retail clients. CEO Gretchen Littlefield stated that the firm intends to leverage the foundation built by RMI to sustain service levels for incoming clients. By integrating RMI’s historical expertise with Moore’s existing data intelligence infrastructure, the company seeks to preserve the value of these client data assets while continuing their ongoing marketing efforts.