General Dynamics Sells Equient to Catalyst Direct

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Catalyst Direct Inc., a direct marketing agency in Rochester, NY, bought marketing analytics firm Equient. The purchase, from General Dynamics, gives Catalyst more depth in customer profiling, segmentation and statistical modeling. The acquisition also brings with it VeriMart, Equient's proprietary U.S. consumer household database.

Kevin Seaman, Equient's operations manager, becomes Catalyst's director of data and analytical services. He is one of 15 Equient staffers who move to Catalyst. A 16-year-old agency with a Dallas outpost, Catalyst has clients like Citigroup, Eastman Kodak Co., HSBC, Valvoline Instant Oil Change, Sage Software and Bank of America.

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