List Services acquires Accession

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List Services Corp. has acquired digital marketing firm Accession Media. The company will combine Accession with its LSC Digital arm to form Allora Media.

Joe McCluskey, president of List Services, will serve as president of the combined unit, and Josh Katinger, president of Accession, will be Allora's managing director, reporting to McCluskey. No layoffs will occur as a result of the acquisition, said McCluskey.

The deal gives Allora full-service marketing agency capabilities, including a combination of direct mail and email list services, email marketing, content-managed website design and development, paid and organic search marketing, and Web analytics consulting.

McCluskey said the two organizations meshed well.

“Like in most ventures, it comes down to personalities and whether they match or not,” he said. “[Accession's employees] came from similar backgrounds to a lot of folks here at List Services.”

McCluskey said his company's management began to consider turning List Services into a full-service agency after “quite a few email marketing clients” asked why the firm wasn't responsible for optimizing the landing pages that consumers were driven to from its email campaigns.

“Email marketing is not just about getting an email delivered but what happens when [consumers] hit the Web asset. We wanted to manage that asset for them,” he said. 

Allora has launched a b-to-b campaign to target “internal marketing managers at mid- to large-size business,” said Katinger. The campaign includes email and search marketing and a booth at the Direct Marketing Association conference in October. It will launch social media-based content marketing “later this month” as part of the campaign. The merged organization does not yet have a tagline.

The name Allora Media was chosen because the Italian word allora "means many things, including ‘hello' and ‘tell me more,'” said McCluskey. “It can mean a lot of things in a lot of different contexts but all of the meanings are positive.”  

The combined organization will have about 100 employees. Allora's client list includes consultancy Capgemini and media organizations Thompson Reuters and USA Today.

Terms of the deal were not disclosed.

Correction: An earlier version of this article incorrectly described the structure of Allora Media. Allora will be formed from the combination of LSC Digital and Accession Media. List Services Corp. will be the parent company. We regret the error.

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