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  Washington, D.C. technology company 10Pearls has acquired creative social media agency Likeable, marking the latest in a trend of tech and consulting firms buying creative shops for a more integrated approach.
  Much like Accenture's purchase of Droga5, 10Pearls made the acquisition of the New York-based agency to boost its creative output and social brand. Likeable will become part of 10Pearls, upping its capabilities around brand thinking, customer experience, digital and social media marketing, according to a statement.
  "As businesses race to digitally transform, it is essential that brands deliver digital experiences that carry the power to emotionally connect and inspire end users," Imran Aftab, co-founder and CEO of 10Pearls, said in the statement. "Joining forces with Likeable will allow us to more strategically partner with our customers across the entire gamut of digital needs and ensure consistency of brand values from content to digital experience."
  Dave and Carrie Kerpen founded Likeable as a digital agency offering social-first solutions to clients in the retail, hospitality, health, finance and CPG industries in 2006, and it was one of the first pure-play social media agencies.
  "I am excited to join forces with a future-focused organization that offers transformational-thinking to help businesses re-imagine at scale. In selecting a company to join forces with, we focused on a partner whose values align with our own. 10Pearls' mission, commitment to diversity and inclusion, and focus on the 'double bottom line' of giving back to the world is one that truly helps create a more likeable world," Kerpen added in a statement.
  "I was particularly attracted to their commitment to gender equity," she added. "Together, we will be able to provide tremendous value to our customers and serve them more strategically across the digital spectrum."
  Kerpen will take on the chief marketing officer responsibility for 10Pearls, and continue to serve as the managing director of Likeable. The entire Likeable team will transition with her.