Data provider Giant Partners has acquired Worxstudio, a marketing agency, in an effort to combine its data business with Worxstudio’s digital agency capabilities. Terms were not disclosed.

The firm claims this is a counter to a trend in which agencies have been acquiring data companies — for example, the purchase of Epsilon by Publicis Groupe in April.

The objective is to provide clients with a complete digital marketing service, states Giovanni Barile, CEO of Thousand Oaks, California-based Giant Partners.

Barile adds that customers ask how to “best utilize data in the modern marketing landscape.”

Prior to this acquisition, Giant and Worxstudio worked together on several occasions.

Giant Partners says it helps clients build lead generation campaigns by merging data, digital technology and marketing strategy. It offers email marketing, automation, content creation and other services.