Young & Rubicam, New York, the world’s fifth largest advertising agency, has ramped up the targeted marketing services it offers clients with the acquisition of KnowledgeBase Marketing, Chapel Hill, NC, yesterday in a cash and stock deal worth $175 million.
KBM, a provider of consumer lists and database content and services to clients in vertical markets, will remain a stand-alone company but its services will be integrated with those of Y&R subsidiary Wunderman Cato Johnson, New York, the second largest direct response agency in the U.S.
The combination is expected to enhance the agency’s relationship marketing capabilities by marrying customer information derived from KBM data warehouse technology with the customized marketing messages developed by WCJ. KBM will also be the database marketing provider to the Y&R group of 10 advertising, marketing and communications companies.
“Technology is creating a new breed of relationship marketers – with deep insights and heightened predictive capabilties,” said WCJ CEO Jay Bingle in a statement. “This allows us to adjust not only our messages and media based on targeted consumer’s interests. But to adjust the product and service mix to meet their individual needs.”
