PRIMIS Buys AccuData, Eyes More Acquisitions

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The newly formed PRIMIS Marketing Group Inc. on June 13 announced its acquisition of marketing data provider AccuData America, Fort Myers, FL, and its intention to buy several more marketing companies in the future.


Terms of the deal were not disclosed but the firm was purchased from AccuData founder Vil Ezerins.


AccuData America has provided consumer and business data to marketers since 1990. Ezerins began developing the internal online count and order system it still uses in 1996. Databases offered by the firm include the D&B business database, the Equifax consumer database and the ADVO database.


CEO and 30-year industry veteran Robert K. Sher founded Chicago-based PRIMIS, which stands for Premier Integrated Marketing Information Solutions. Sher has served as founder/CEO of KnowledgeBase Marketing Inc., president of Donnelley Marketing Inc., president of May & Speh Direct and executive vice president of Metromail Corp. He also formed marketing consulting firm RK Sher & Associates prior to starting PRIMIS.


Sher said PRIMIS is in discussions with several firms but would not give details or a time frame on the firm's next possible acquisition. Areas of interest include database processing and analytics.


AccuData client and employee reaction to the acquisition has been positive, said Stacey Girt, president of AccuData.


"Our clients are excited by the prospect of the added services and resources we will be able to offer them," she said.


Before joining AccuData in July 2002, Girt was a senior vice president in charge of the compiled division at American List Counsel, Princeton, NJ, for 14 years. She will continue as president and general manager of AccuData, reporting to the PRIMIS team. AccuData's more than 150 employees will be kept on as well.


Sher's partners at PRIMIS include non-direct marketing professionals Daniel P. DiCaro as chief operating officer and E. Jeffrey Lyons as executive vice president.


PRIMIS received private equity funding from William Blair Capital Partners VII, which has invested $700 million in about 150 U.S. companies since it was formed in 1982.


The managing directors of the investment firm will join the founders on the PRIMIS board of directors.


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