A month after a major reorganization, Marketing Services Group, Inc. said Monday
that it will purchase online loyalty marketer Perks.com.
Few details were disclosed about the transaction. MSGi said it would purchase 80
percent of Perks.com in an all-stock transaction, giving the Silicon Alley-based
company a sizable controlling interest in the smaller firm.
Two-year-old, Los Angeles-based Perks works like an ASP to help companies set up
loyalty marketing efforts. The company provides points and referral calculation,
as well as reporting and analysis services. Clients include CitiGroup, Sony and
Cendant.
The deal expands MSGi’s suite of capabilities to include promotional marketing.
The company handles on- and offline direct marketing, media planning and buying,
and strategic planning. MSGi’s clients include American Express, Disney and
General Electric.
“The combination will improve the service offerings of both companies and
increase their revenue per client by providing a wider range and quality of direct
marketing and loyalty solutions to their customer bases,” said Perks chief
executive officer Ron Frankel.
That, and Perks.com said it expects to generate revenues of $10 million for the
fiscal year ending June 30, 2001.
Monday’s deal comes a little over a month after MSGi announced a major
restructuring in the interest of expediting profitability, in which it shut down
its WiredEmpire subsidiary, which licensing e-mail marketing tools.
But MSGi executives downplayed the bottom-line ramifications of Monday’s
agreement.
“The combination should provide our thousands of customer relationships with a
single destination for all their marketing needs, and help us to create even more
cost-efficient and targeted customer marketing solutions,” said MSGi chairman and
CEO Jeremy Barbera.