Weberize, Alcott Routon to partner

Weberize, a Nashville-based company that helps organizations develop their online business strategies, has allied with Alcott Routon to provide a broader range of marketing communications services.

While Weberize specializes in e-commerce consulting, design and web development, Franklin-based Alcott Routon focuses on branding, advertising, direct marketing and customer analytics.

Ownership of the two firms will remain unchanged, but they will be partnering on existing accounts and expect to prospect jointly for accounts in the future, according to Jason Dinger, chief executive of Weberize.

"We plan to go after the big accounts, and together we'll be able to compete with Ogilvy [& Mather] and others," he said.

The alliance will help Weberize serve its bigger clients by having Alcott integrate web-based and traditional communication strategies into its client relationships.

Jim Alcott and Ed Routon's group "is the best in the Southeast in customer analytics," Mr. Dinger said. That process involves studying organizations' clients to better understand why they are clients and which clients tend to be most profitable.

Among Weberize's customers are FedEx, Caterpillar Financial, Iasis Healthcare and the Corporation for Public Broadcasting. The firm recently brought on an operations strategist, Bob Teague, who recently worked with Optimum Solutions, a Nashville-based developer of software for human resources and payroll services.

Alcott Routon's clients include KinderCare Learning Centers, National Federation of Independent Business, InterWorld and Wachovia Bank. Weberize and Alcott Routon began working together earlier this year while collaborating on the NFIB account.