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.

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

US Consumer Device Preference Report

US Consumer Device Preference Report
Traditionally desktops have shown to convert better than mobile devices however, 2015 might be a tipping point for mobile conversions! Download this report to find why mobile users are more important then ever.

E-Commerce Customer Lifecycle

E-Commerce Customer Lifecycle
Have you ever wondered what factors influence online spending or why shoppers abandon their cart? This data-rich infogram offers actionable insight into creating a more seamless online shopping experience across the multiple devices consumers are using.

Jobs

  • Editor
    Editor (Search Engine Watch) - New YorkRole Overview Search Engine Watch (SEW) provides tactical advice and information for businesses and site...