Aspen Marketing latest buy improves its auto services

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Aspen Marketing Services has purchased the operating assets of Newgen Results Corporation (Newgen), a nationwide provider of integrated, multichannel CRM solutions for automobile dealerships and manufacturers. The deal became effective October 1.

Terms of the deal were not disclosed, however the company does take on assets and customer contracts that it states will improve Aspen's current CRM capabilities for the automotive sector. Included in this are Newgen's call center products, which will allow Aspen to redirect unanswered calls from clients to its facilities in order to schedule appointments or follow-ups with automotive customers. While the Newgen name has been retired, these products will retain their branded names.

"The single biggest problem in the automotive industry is lead follow-up," said Cathy Lang, COO of Aspen Marketing. She went on to say that 25 percent of automotive service calls made in the United States go unanswered.

Aspen picks up relationships with more than 1,800 automotive dealerships across the United States and Canada as a result of the deal.

Bob Kurilko, who was previously VP of marketing and operations at Newgen, was named EVP and general manager of the Newgen operating unit at Aspen. Kurilko and his team will be based in San Diego.

Aspen has had a number of acquisitions over the past three years as part of a growing attempt to expand its services across the nation. In July, it purchased the Townsend Agency, a digital and relationship marketing firm. The latter company changed its name to Aspen Marketing Services on July 10.

The Chicago-based Townsend Agency office added direct marketing services and digital capabilities that serving industries from financial services, insurance and consumer packaged goods to real estate, travel and education to the agency.

"The two [deals] together really round out our offering to the retailing community, we offer lead follow-up services in the digital space as well as through call centers," Lang said.

Other purchases include SRI Analytics in 2005 and DVC Worldwide in 2006. Aspen Marketing is headquartered in West Chicago, IL, and has offices in Los Angeles; New York; Atlanta; Detroit; Morristown, NJ; Tampa, FL; Dallas and Phoenix.

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