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DATA NEWS: Lists4Europe looks to break the market for European list broking

RSA Direct is looking to offer a pan-European list broking service via a new network of companies called Lists4Europe.

Richard Gibson, commercial director of RSA Direct, explains, “Lists4Europe is very similar in structure to the international networks of independent creative agencies. In many ways, it is just a formalisation of existing relationships we have had with brokers in Europe.”

Four companies are currently part of the Lists4Europe network: besides RSA Direct, these include D2M in Germany, MLS in Italy and Euroleads in France. A website is currently under construction, due to go live later this month (March). Gibson comments, “the network allows us to tap into their skills sets and expertise.”

He says the service will be split broadly 50/50 between consumer and business lists. He denies that Lists4Europe is an attempt to compete with EuroContactPool, which is seeking to position itself as the prime supplier of European B2B marketing data. “EuroContactPool is a network of data owners. We are a broker. They've actually asked us to become a reseller of their data.”

He adds that as well as reselling data, Lists4Europe will also be seeking to source new lists to resell.