TPG Expanding BTB Services With VNU Directview Buy

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Global post provider TPG plans to acquire VNU Directview, a Netherlands-based business-to-business direct marketing company.


The deal is part of a broad-alliance between TPG, VNU and Sanoma Utigevers, formerly VNU Magazines The Netherlands, that includes magazine and e-mail delivery.


TPG said it has signed a letter of intent to acquire VNU Directview while Dutch regulators review the deal. VNU Directview has 140 employees and revenues of $6 million euros. It is the Netherlands' leader in direct marketing information and related database marketing services for BTB companies, according to a statement.


TPG already owns direct marketing company Omnidata and expects the deal to expand the company's presence in the BTB market.


In addition, Sanoma Utigevers and TPG said they will cooperate in the Web-based delivery of documents and direct mail, and Sanoma Utigevers will gradually outsource the delivery of its magazines to TPG.


VNU said it will cease its BTB direct marketing activities in the Netherlands but plans to continue offering its clients direct marketing data about Dutch consumers through its Claritas operations.


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