Mailnet Services Buys MarketingForce

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In a move to expand its offering of online marketing applications, Mailnet Services Inc. said yesterday that it acquired the assets of MarketingForce, a New York-based technology firm providing brand management solutions to 35,000 channel partners, franchisees and licensees of global brands.


Mailnet Services helps businesses deliver direct mail for marketing campaigns quickly and cost-effectively through two Internet-based services, MailnetExpress and Listcleanup.com. MailnetExpress allows for the development, scheduling and fulfillment of customized and program-based direct marketing campaigns. Listcleanup.com is a data quality service and was the first to provide list hygiene via the Internet.


MarketingForce, founded in April 2000 by advertising and technology veterans, is an online marketing tool that helps business managers execute campaigns.


The two companies have worked together since forming a strategic alliance in 2003. MarketingForce's advertising and marketing collateral capabilities mirror those Mailnet Services offers for direct mail. The acquisition lets clients create and customize marketing materials using a single source, according to Mailnet Services, Franklin, TN.


"Together our services will ensure campaigns can maintain brand image and integrity, from creative concept to execution," said Don Leyrer, president/CEO of Mailnet Services. "Because local entities will have the ability to conduct a customized, cost-effective campaign, our combined offering will be of significant interest to national franchisers and multi-unit operations."


R. Shane Kennedy, founder and president of MarketingForce, will become vice president of integrated solutions for Mailnet Services. Before launching MarketingForce, Kennedy was executive vice president and chief operating officer of McCann-Erickson Consumer Health in New York and also served as senior vice president at Nelson Communications, a division of Publicis. Kennedy will remain in his New York office. The rest of MarketingForce's operation will be integrated into Mailnet Services' infrastructure in Franklin.


"Merging our operations provides an integrated dimension to our services," Kennedy said. "Clients will have a full-service marketing agency on their desktop to research, plan and execute campaigns, efficiently delivering customized, branded materials."


Melissa Campanelli covers postal news, CRM and database marketing for DM News and DMNews.com. To keep up with the latest developments in these areas, subscribe to our daily and weekly e-mail newsletters by visiting www.dmnews.com/newsletters


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