PRIMIS Buys Hyphos360

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PRIMIS Marketing Group acquired Hyphos360 Inc., which specializes in the design and support of marketing databases, campaign processing, marketing analytics, data sales and list rental fulfillment, the company said last week. Terms of the deal were not disclosed.


PRIMIS, Chicago, short for Premier Integrated Marketing Information Solutions, is an integrated information marketing solutions provider. This is the company's second acquisition. It bought AccuData America last year.


Hyphos achieved some notoriety a year ago when the Orlando Sentinel, which was covering the Direct Marketing Association's annual convention there, referred to the company as Hypnosis 360. The Sentinel eventually corrected the mistake.


PRIMIS acquired Hyphos from a private investor group led by Bay4 Capital LLC. The company is based in Clearwater, FL.


"Hyphos360 adds important database management capabilities to PRIMIS and allows us to deliver a fully integrated database and marketing solution to our customers," PRIMIS CEO Robert K. Sher said in a statement. Sher served as a founder, president and CEO of KnowledgeBase Marketing Inc.


Hyphos president Michael Dykstra will continue in that position.


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