Haggin Marketing acquires Chicago Catalog Group

In a move intended to augment its multichannel direct marketing services and broaden its national footprint, direct marketing agency Haggin Marketing Inc. has acquired The Chicago Catalog Group.

Haggin Marketing is best known for its catalog marketing expertise. However, in recent years, it has brought in-house services such as Internet marketing and analytics. With the CCG deal, it adds business-to-business direct marketing experience and a foothold in the Midwest.

"We're in expansion mode right now," said Mike Wychocki executive vice president at Haggin Marketing, San Francisco. He said that Haggin currently has two or three other deals in the works.

CCG doesn't have as high a profile as some other catalog agencies, but it does have good processes in place and a strong management team, Mr. Wychocki said.

These factors and CCG's strengths in BTB direct marketing are why Haggin chose to acquire the company.

"More and more business-to-business wholesalers are going direct and going into a consumer model as well," said Mr. Wychocki. This is just one reason Haggin is hoping to build its expertise in the BTB arena, he said.

The deal with CCG also makes sense since Haggin has been feeling pressure from some clients to have an office closer to the East Coast, Mr. Wychocki said. Plus, the Midwest offers a more dynamic talent pool than northern California, he said.

Once the acquisition is completed, CCG will operate under the Haggin Marketing brand and will remain in Chicago. President Charlene Gervais and creative director Mike Lapchik will continue in leadership roles.