V12 Group Launches

By Irene Cherkassky, senior editor, Target Marketing

Datagence, Media Solution Services and Spectra Products have merged to form V12 Group, a complete provider of below-the-line (BLT) marketing services. V12 will use its proprietary databases and multichannel delivery model to provide measurable results in customer acquisition campaigns for more than 400 clients, including McDonald's, Unilever, Universal Music and AT&T.

Datagence focuses on both on- and offline customer acquisition programs, leveraging its demographic, lifestyle and transactional databases. Media Solution Services and Spectra Products deliver a range of BTL marketing services as instatement media providers. Combined, the companies have nearly 50 years of operating history with expertise in customer targeting and the delivery of integrated BTL services.

Paul Chachko, former CEO of Datagence, orchestrated the merger and will serve as CEO of the new company.

V12's integrated BTL services include: analytics and strategy; instatement services; interactive services; database marketing services; e-mail marketing services; direct mail; and affinity marketing.

With this merger, V12 becomes the world's largest insert media provider, with more than 70 percent market share.

For more information, visit http://www.v12group.com <http://ga1.org/ct/l7N_3yY1_Plr/> .