January 09, 2008

Haggin Marketing acquires I-Centrix

Multichannel marketing services agency Haggin Marketing has acquired database and data management services provider I-Centrix LLC.

Pointing to two other recent acquisitions by Haggin — Chicago Catalog Group in November 2006 and Coupons Inc. in October — Jeff Haggin, CEO and founder of the company said, “This is all part of our master plan to build the multichannel marketing agency of the future.”

While these earlier moves augmented Haggin's business-to-business and direct mail offerings, the latest deal brings data expertise to the table. And it may not be Haggin's last acquisition.

“Our next goal is to find the right interactive agency to merge or partner with,” Haggin said.

Thanks to the I-Centrix deal, Haggin Marketing hopes to be able to connect customer data with test design in order to create “more compelling and effective direct marketing,” Haggin said.

I-Centrix has “a very refreshing and attractive business proposition, which is why it is growing and gaining share," he continued. Instead of the traditional pricing model of charging clients on a dollar-per-thousand basis for every pass of the file as other database management companies like Experian and Acxiom do, I-Centrix works with customers to determine a fixed rate for the year based on how many mailings they do and what types of services they require. Its services include data management, merge/purge and list processing.