TransAmerica Boosts Ties With Mokrynski

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The consolidation of the files of TransAmerica Holdings with list manager Mokrynski & Associates represents a further strengthening of the relationship between the two companies.

Mokrynski, Hackensack, NJ, assisted Gary Geisler in conducting due diligence for several months before his group's purchase of TransAmerica Mailing, Cleveland, OH , on April 1. Mokrynski also manages the files of Arizona Mail Order, where Geisler served as executive vice president, and will take over the 1.5 million-name TransAmerica properties July 1.

"It's been an ongoing, developing situation over quite a period of time,'' said Diane Huzar, who left her position as vice president of list management at Mokrynski to join TransAmerica as senior vice president of marketing. "[Gary Geisler] was very familiar with Mokrynski. It was really his prerogative that brought Mokrynski in."

Huzar said Geisler's decision to consolidate the files with Mokrynski was made before she was hired by TransAmerica on May 18. Direct Media, Greenwich, CT, which had managed the Beauty Boutique and Bundle of Joy files totaling 400,000 names -- Beauty Boutique for the past 17 years -- was informed of the change that same week.

Novus Marketing, Tarrytown, NY, was informed that although Mokrynski was the favorite, it would have an opportunity to make a pitch for all the files. Novus instead chose to re-sign management of the Anthony Richards, Healthy Living, TransAmerica Space and Windsor Collection files totaling 1.1 million names on May 26.

"There was some consideration of other list managers," Huzar said. Direct Media was not given any consideration, according to an account executive familiar with the TransAmerica files.

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