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AGENCY NEWS: Harte-Hanks steps up European presence with new acquisition

 Gary Skidmore US-based global marketing company Harte-Hanks has purchased digital marketing agency Mason Zimbler, just weeks after signing an ‘option-to-acquire' deal with B2B data specialist Information Arts.

The global direct and targeted marketing company, which snapped up Mason Zimbler for an undisclosed sum, looks to be shaping up as a big European player in the B2B market, saying it will use both deals to strengthen its presence in Europe, focusing most of its efforts on the business-to-business market.

"We plan to leverage these two resources closely to help global business-to-business clients succeed in their integrated marketing efforts," says Gary Skidmore, president of direct marketing at Harte-Hanks.

Harte-Hanks is keen to increase its presence in the European B2B technology sector, as well as make in-roads into the data market using both deals; Mason Zimbler specialises in working with technology companies and already shares some of its clients with Harte-Hanks and in Information Arts, Harte-Hanks is looking to build on an already established data analytics business based in its native North America.

"Bringing (on-board) Mason Zimbler increases our international footprint, expands our digital offering, and provides us with established agency resources beyond the United States to support clients worldwide," says Skidmore. "This acquisition also complements our recent announcement regarding Information Arts, an analytics and intelligence company that also serves predominately business-to-business marketers in EMEA markets."

Skidmore added that there were likely to be further acquisitions this year, although he would not disclose whether any of these would be in Europe.

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