The name CeCo has a double meaning. CeCo was the street Mulloy grew up on, but it also is a shortening of Carter Edwards Company. Currently, the group has about 10 employees, most based in A&G’s Boston office.

For Graff, CeCo is an opportunity to back its integrated agency services with strong tech capabilities.

“It takes too much work to get a customer, and just seconds to lose one. You can’t have a great, integrated agency without really thinking about great operations technology,” said Graff.