The Integer Group has launched a new practice called Digitail.

Digitail combines Integer's retail promotions and digital expertise. The practice will encompass four core services: retail/packaging e-promotions, digital commerce consulting, digital communications and the future of digital and retail, the agency said.

Morgan McAlenney, the firm’s senior vice president, will head the new practice.

McAlenney will also lead Integer’s interactive/CRM department and promotions management department, which will be merged into one group.

“Integer is in a unique position to integrate 15 years of retail experience with our digital solutions,” he said in a statement.

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