Harte-Hanks takes option on Information Arts

Direct marketing firm Harte-Hanks has signed a deal with insight and data provider Information Arts (UK) to give Harte-Hanks the exclusive option to acquire Information Arts in the future.

The agreement will enable Information Arts to provide analytics and data services for Harte-Hanks customers in the EMEA region, effective immediately.

Gary Skidmore, Corporate Officer: Executive Vice President, and President, Direct Marketing, Harte-Hanks, said: "In North America, our own analytics team of analysts and vertical market experts has been providing insights to clients as part of our data-driven marketing efforts.

"Working with Information Arts, we plan to extend such expertise to our response, segmentation, modeling, data integration, data enhancement and market opportunity analyses performed specifically in EMEA markets, particularly in business-to-business markets.

"This arrangement allows us to expand our capabilities right away, while also providing an opportunity for our companies to work together as a first step toward a potential acquisition".

Simon Lawrence, CEO, Information Arts, said: "Information Arts is an established leader in relationship marketing strategies, and our focus on sales lead and global data management services is a superb match for Harte-Hanks clients in the EMEA region, many of which are in business-to-business markets.

"Our ability to deliver a unique 'Insight Roadmap' for each client engagement complements the data-driven marketing framework offered by Harte-Hanks".

In Europe, Harte-Hanks has direct marketing offices and facilities in Uxbridge, Bristol and Aldermaston, United Kingdom; Hasselt, Belgium; Les Ulis, France; Madrid, Spain; Boblingen, Germany; and, through a local affiliation, in Iasi, Romania.

Incorporated in 2000, Information Arts is based in High Wycombe, United Kingdom, and employs 30 people.

Information Arts has become recognised as the leader of insight-led B2B relationship marketing in the UK.

Delivering a range of insight, data and database solutions for companies marketing to businesses in the UK and Europe, Information Arts has established a strong market standing in developing lead generation, customer development and dealer channel programmes improving campaign responses and client ROI.

Detailed and actionable research conducted by Information Arts into value-based typographies has also positioned the company as genuine experts in understanding business owners and how to introduce psychology into the relationship marketing process.

Information Arts is respected for its innovative and revolutionary approach, following the creation and development of several of the industry's leading B2B data, insight and technology components including DNA (Decisions Needs and Attitudes), GIC (Geodemographic Industrial Classification), PIC (Psychodemographic Industry Classification), Webview and Streetwise.

Information Arts strategically partners many companies including Xerox, Vodafone, THUS DHL and GSM.

Harte-Hanks is a worldwide, direct and targeted marketing company that provides direct marketing services and shopper advertising opportunities to a wide range of local, regional, national and international consumer and business-to-business marketers.

Harte-Hanks Direct Marketing improves return on its clients' marketing investment by increasing their prospect and customer value - a process of "customer optimisation" - organised around five strategic considerations: Information (data collection/management) - Opportunity (data access/utilisation) - Insight (data analysis/interpretation) - Engagement (knowledge application) - Interaction (programme execution).

Expert in integrating this process, Harte-Hanks Direct Marketing is highly skilled at tailoring solutions for each of the vertical markets it serves.

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