V12 Group to Offer List Management Services

By Jim Emerson
V12 Group LLC, an insert media and direct marketing services firm with $90 million in revenue, plans to enter list management. V12 is the new corporate name unveiled Tuesday for the firm formed in May through the merger of Datagence Inc., Spectra Products Inc. and Media Solution Services. V12 has established an interactive marketing division offering lead generation, e-mail, search engine marketing and affinity marketing services. It has an insert media management division with clients from Spectra and Media Solution. The firm's database -- naming 228 million consumers, 116 million households and 22 million businesses -- comes from Datagence. V12 plans to expand its list services in the next 12 to 18 months through acquisitions of companies offering database, list management and brokerage services, according to CEO Paul Chachko. "We'll probably focus on life-change lists...anything that is a life-changing event," Chachko said. V12 is based in Red Bank, NJ and has offices in Washington, Johnson City, NY and New York City.