German Attendance Up at London Show

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LONDON -- German marketers were more in evidence at this year's British DM show, with one German direct marketing production company, GHP, announcing its acquisition of Mail4UDirect, a year-old British mailing house.

The acquisition makes GHP one of the largest DM production companies in Europe, said David Houselander, who moved to GHP from Mail4UDirect. It covers everything from e-mail marketing to printing, database management, logistics and follow-up services.

While GHP had been active in the United Kingdom through agents, it now has set up a direct operation there, Houselander said.

Deutsche Post, which has been in the UK for four years, said it has become the second-largest mailing house in the country behind Royal Mail. DP has acquired several British firms, and its Danzas and DHL subsidiaries add to the company's heft in the UK.

Managing director Graham Rathery said the German Post has won wide acceptance in the UK. Anti-German hostility in the country "is mythical," he said. "Our acceptance is very high. All suppliers really care about is cost and if the company can do the job.

"If price and delivery are the main [criteria], we don't have any problems," he said. "Besides, the UK is tired of the same vendors and likes to see newcomers in the marketplace." However, Rathery conceded, "That only gives us a few years to make our mark."

Adtech, a German-based subsidiary of AdForce, Cupertino, CA, also chose the fair to announce the opening of a British office next month. It took a stand here for the first time.

Adtech spokesman Dirk Freytag said he had expected the New Media Marketing show to be somewhat larger than the 60 exhibitors but that it served his purpose of getting exposure for the company's British venture.


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