Grey Advertising’s direct marketing arm, Grey Direct, is expanding
its global relationship marketing capabilities by acquiring US database
marketing company MarketData.
It bought the company for an undisclosed sum last week and will merge an
existing unit, Grey Database Strategies, formed in 1997, with MarketData
to create a new subsidiary which will operate under the MarketData
Based in New York, it will have worldwide billings of dollars 25m
(pounds 15.5m) and have offices in Japan, Korea and Scandinavia. A
spokeswoman for Grey Direct said a UK office will open later this year,
but refused to give further details.
The combined company’s clients will include Grey’s Glaxo-Wellcome
Pharmaceuticals, Chase Manhattan Bank and Save the Children.
MarketData’s existing clients include Scandinavian bank Merita
George Wiedemann, chairman and chief executive of Grey Direct, which is
the world’s eighth largest direct marketing agency, with billings of
dollars 765m (pounds 472m), said the acquisition would ’better serve
client needs and anticipate the emerging globalisation of relationship
marketing for our multinational clients’.
Ken Lomansey, the current president of MarketData, will lead the new
company, while Michael Kryzston, MarketData’s president of market
knowledge, becomes president for North America. Hogan Lee will be
director of Asia/Pacific operations.