Three Marketing Firms Merge into Largest Instatement Media Provider

Response Magazine

Oct 12, 2005

Response This Week
By Nicole Urso

NEW YORK- The formation of V12 Group, the largest instatement media provider, was announced yesterday after the official merger of marketing firms Datagence and Media Solution Services (MSS) and the acquisition of Spectra Products.

V12 Group, which derives its name from high performance, best-in-class engines, is a fully integrated, multichannel direct response marketing company with the largest offering of instatement, or direct mail insert statement, product offerings in the country. It will be headed by CEO Paul Chachko. V12's client roster includes more than 400 companies, including top-tier brand name clients such as McDonalds, Unilever, Universal Music and AT&T. It also provides targeted direct mail inserts for 47 of the nation's top 50 credit card issuers.

The merged companies provide V12 Group with more than 50 years of experience and a complete range of customer acquisition services. Datagence, which was headed by Chachko, focused on customer targeting, both on and offline, using demographic, lifestyle and transactional databases; MSS and Spectra Products were the No.1 and No. 2 insert statement providers, respectively. Together, Chachko believes that his V12 Group will be able to offer a complete direct response customer acquisition campaign for traditional DR marketers or branders who want to supplement their campaigns with accountability and analytics.

"Below-the-line marketing companies have typically provided fragmented service offerings that are tactical and not tied to a marketer's brand or customer acquisition objectives," said Chachko. "V12 Group was formed to provide our clients with a strategic approach to integrated below-the-line solutions through a single point of contact. As dollars continue to shift from mass marketing to customer targeting programs, below-the-line marketing is now the best way to tap into niche media channels and increase customer acquisition."