DIRECT: Grey Direct snaps up US database unit

Grey Advertising’s direct marketing arm, Grey Direct, is expanding its global relationship marketing capabilities by acquiring US database marketing company MarketData.

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

brand.



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

Nordbanken.



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.



Discussion

Before commenting please read our rules for commenting on articles.

If you see a comment you find offensive, you can flag it as inappropriate. In the top right-hand corner of an individual comment, you will see 'flag as inappropriate'. Clicking this prompts us to review the comment. For further information see our rules for commenting on articles.

comments powered by Disqus
Brand Republic Jobs

subscribe now

Latest

Oasis #springasmile digital campaign gets people doing good deeds
Coca-Cola: 'Don't approach bloggers with a fait accompli'
Tesco CMO Matt Atkinson: 'It is so important not to stereotype mothers'
McDonald's gives Ronald a new look ahead of global 'Fun times' social media push
In pictures: BrewDog opens first craft beer shop BottleDog for 'beer aficionados'
Facebook ad revenue leaps $1bn as it invests in targeting
Malteser or Maltesers? Mars takes Hershey trademark dispute to court
Apple Q2 profits top $10bn as iPhone sales soar
Lynx tells men not to leave love to fate
HBO captures awkwardness of watching sex scenes with parents
Primark to open first US stores with Boston chosen as flagship location
Marketing spend on the up but a reality check is needed before celebrating
Top 10 ads of the week: Jackpotjoy and BT Broadband fend off Kevin Bacon
Lidl beats Tesco to 10m Facebook fans
Center Parcs ad banned for encouraging parents to take kids out of school
Coca-Cola, Cadbury and Amazon named top brands for targeting youth market
Leaked document shows Nokia to be rebranded as Microsoft Mobile
Nike lays-off hardware staff in move that casts doubt on future of FuelBand
Greenpeace says save the bees or humans will die
What brands need to know about changes to VAT and online downloads in 2015
Jimmy Savile victims urged to claim compensation in new ad campaign
UKIP launches biggest  ad campaign and stirs up 'racist' accusations
Apple boss Tim Cook provides voiceover on ad touting firm's renewed green commitments
John Lewis walks consumers through its history to celebrate 150 years of business
Waitrose boosts content strategy with 'Weekend Kitchen with Waitrose' C4 tie-up
Hottest virals: Cute puppies star in Pedigree ad, plus Idris Elba and Fruyo
Amnesty International burns candles to illuminate new hope
Tom of Finland's 'homoerotic' drawings made into stamps
Toyota achieves the impossible by calming angry Roman drivers
YouTube reveals user habits to appeal to 'older' marketers