Epsilon to Snap Up Bigfoot Interactive

  |  September 8, 2005   |  Comments

The deal, worth $120 million, merges a database marketing giant with one of the best-known names in e-mail.

Bigfoot Interactive has agreed to be acquired by Epsilon, the U.S. data management subsidiary of financial and marketing services firm Alliance Data Systems (ADS). The purchase price is approximately $120 million.

Bigfoot is among the largest and best-known standalone email marketing firm in the U.S., with 85 full-time staff and approximately 160 brands in its client roster. The company enjoys strong ties to the Direct Marketing Association and its members, and retains seats on the group's ethics and email append committees.

"We're on the road to building this multi-channel marketing services giant in the marketplace," Bigfoot CEO Al DiGuido told ClickZ News. "Where these types of deals have gone wrong in the past is the clash of cultures and force fitting one in the other. I can tell you from the outset it seemed... very much a hand-in-glove relationship."

DiGuido was named president of Epsilon Interactive, an expanded role that will give him oversight of all sales and marketing for the online-focused division. Other Bigfoot execs, including CMO Michael Della Penna and CTO Ragy Thomas, will also receive expanded roles at Epsilon. The companies expect all of Bigfoot's employees to stay on after the acquisition goes through.

ADS said it expects its purchase of Bigfoot to give it a stronger presence in financial and retail verticals, as well as better integration of email with its clients cross-media marketing plans.

"Bigfoot Interactive brings with it attractive leveragability and a business model that addresses both the significant demand for, and the market's rapid growth of, multi-channel marketing services, technologies and database solutions," said Epsilon President Mike Iaccarino.

The companies said the acquisition will close this fall.

ClickZ Live Toronto Twitter Canada MD Kirstine Stewart to Keynote Toronto
ClickZ Live Toronto (May 14-16) is a new event addressing the rapidly changing landscape that digital marketers face. The agenda focuses on customer engagement and attaining maximum ROI through online marketing efforts across paid, owned & earned media. Register now and save!

ABOUT THE AUTHOR

Zachary Rodgers

Until March 2012, Zach Rodgers was managing editor of ClickZ's award-winning coverage of news and trends in digital marketing. He reported on the rise of web companies, data markets, ad technologies, and government Internet policy, among other subjects. 

COMMENTSCommenting policy

comments powered by Disqus

ClickZ Today is our #1 newsletter.
Get a daily dose of digital marketing.

COMMENTS

UPCOMING EVENTS

Featured White Papers

ion Interactive Marketing Apps for Landing Pages White Paper

Marketing Apps for Landing Pages White Paper
Marketing apps can elevate a formulaic landing page into a highly interactive user experience. Learn how to turn your static content into exciting marketing apps.

eMarketer: Redefining Mobile-Only Users: Millions Selectively Avoid the Desktop

Redefining 'Mobile-Only' Users: Millions Selectively Avoid the Desktop
A new breed of selective mobile-only consumers has emerged. What are the demos of these users and how and where can marketers reach them?

Jobs

    • Contact Center Professional
      Contact Center Professional (TCC: The Contact Center) - Hunt ValleyLooking to join a workforce that prides themselves on being routine and keeping...
    • Recruitment and Team Building Ambassador
      Recruitment and Team Building Ambassador (Agora Inc.) - BaltimoreAgora, www.agora-inc.com, continues to expand! In order to meet the needs of our...
    • Design and Publishing Specialist
      Design and Publishing Specialist (Bonner and Partners) - BaltimoreIf you’re a hungry self-starter, creative, organized and have an extreme...