*Young & Rubicam Acquires KnowledgeBase Marketing

Share this content:
Young & Rubicam, New York, the world's fifth largest advertising agency, has ramped up the targeted marketing services it offers clients with the acquisition of KnowledgeBase Marketing, Chapel Hill, NC, yesterday in a cash and stock deal worth $175 million.


KBM, a provider of consumer lists and database content and services to clients in vertical markets, will remain a stand-alone company but its services will be integrated with those of Y&R subsidiary Wunderman Cato Johnson, New York, the second largest direct response agency in the U.S.


The combination is expected to enhance the agency's relationship marketing capabilities by marrying customer information derived from KBM data warehouse technology with the customized marketing messages developed by WCJ. KBM will also be the database marketing provider to the Y&R group of 10 advertising, marketing and communications companies.


"Technology is creating a new breed of relationship marketers - with deep insights and heightened predictive capabilties,'' said WCJ CEO Jay Bingle in a statement. "This allows us to adjust not only our messages and media based on targeted consumer's interests. But to adjust the product and service mix to meet their individual needs.''
close

Next Article in Agency

Sign up to our newsletters

Company of the Week

Since 1985, Melissa has helped thousands of companies clean, correct and complete contact data to better target and communicate with their customers. We offer a full spectrum of data quality solutions, including global address, phone, email, and name validation, identify verification - available for batch or real-time processes, in the Cloud or on-premise. Our service bureau provides dedupe, email/phone append and geographic/demographic append services for better targeting and insight. For direct mailers, Melissa offers easy-to-use address management/postal software, list hygiene services and 100s of specialty mailing lists - all with competitive pricing and excellent customer service.

Find out more here »

Career Center

Check out hundreds of exciting professional opportunities available on DMN's Career Center.  
Explore careers in digital marketing, sales, eCommerce, marketing communications, IT, data strategies, and much more. And don't forget to update your resume so employers can contact you privately about job opportunities.

>>Click Here

Relive the 2017 Marketing Hall of Femme

Click the image above