Hasta La Creative!

Kroger Co. has acquired the balance of its 50-50 DunnhumbyUSA marketing partnership with Tesco, forming a new unit that will continue to handle data and promotion programs for the biggest supermarket retailer in the U.S. and its suppliers.

And if you thought that old name of Dunnhumby a mashup of names of the firm’s founders was unusual, try the unit’s new one — 84.51.

The new unit will employ more than 500 of DunnhumbyUSA’s 700-plus U.S. employees. The remainder of Dunnhumby’s U.S. business will drop the “USA” and continue to work in offices in Cincinnati, Boston, Chicago, New York and Sacramento. The company will work with old clients of the firm aside from Kroger, including Macy’s.

Continue reading at AdAge.com