ABR 2011: GSI Global 
Marketing 
Services

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Reuben Hendell
Reuben Hendell

Principals
: Chris Saridakis, CEO; Reuben Hendell, chief strategist (pictured)

Ownership
: GSI Commerce (sale to eBay pending)

Offices
: 12 globally; 10 in US

Subsidiaries
: TrueAction Network, Silverlign, eDialog, PepperJam, Fetchback

Global revenue
: $189.6 million 


Capabilities


GSI is a digital marketing and e-commerce management specialist with units in email marketing, mobile advertising, affiliate marketing, ad retargeting and in-depth analytics.

GSI expanded into more digital marketing services in 2010 with acquisitions like Vendornet, an e-commerce solutions company, and FetchBack, a provider of online retargeting solutions. Its email division, eDialog, bought M3 Mobile Marketing and MBS, a database marketing solutions provider. It also acquired ClearSaleing, a provider of analytics.


"It's the first year that we put [these services] together in a strategic way and created an ability to deliver them as solutions to the clients," says GSI's Reuben Hendell, CEO of global digital agency services at GSI Commerce and chief strategist at GSI Global Marketing Services.


Those capabilities were attractive enough to eBay, which announced plans to acquire GSI Commerce in late March. 


Accounts


Top clients include Toys "R" Us, NFL, NHL and Levi Strauss. Account wins last year included RadioShack, the NBA and Sports Authority for TrueAction; Zulily and Virgin Media at eDialog; and BJ's Wholesale Club at PepperJam.

Staff


Staff grew to 1,012 in 2010 from 745 in the prior year, with top hires including CEO Chris Saridakis and Hendell, who reports to Saridakis but also leads the TrueAction and Silverlign companies.

Performance


Hendell says the company is seeing strong organic growth as clients look to expand through digital channels. GNC, one of GSI's largest clients, added social, mobile and display marketing to its e-commerce assignment.

GSI opened offices in Tokyo and Singapore. In the coming year, it will need to navigate the eBay acquisition.

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