Brown Gibbons Lang & Company is pleased to announce the sale of Metrics Marketing Group, LLC (“Metrics”) to Precision Dialogue, a portfolio company of Kirtland Capital Partners and parent company to Northwest Mailing Services, Inc. Terms of the transaction were not disclosed.
Metrics Marketing Group, LLC, based in Westlake, Ohio, is a rapidly-growing integrated provider of analytics and technology driven database and interactive marketing services. The acquisition of Metrics significantly strengthens Precision Dialogue’s pursuit of becoming one of the leading providers of one-to-one marketing services. Metrics will operate as a wholly owned subsidiary of Precision Dialogue.
“We couldn’t be more excited and enthused about the outcome of this process,” commented Todd Thompson, Principal of Metrics Marketing Group, LLC. “BGL’s thorough and patient process delivered Metrics a variety of options, some which were expected and some that surprised and pleased us on the upside. We ultimately selected a partner that had similar long-term views of our business and was highly supportive of our ability to participate in and further direct the strategic vision of the combined entity”.
“We couldn’t be more pleased to have worked with one of Northeast Ohio’s fastest growing company’s”, commented Effram Kaplan, Director & Principal at BGL and head of Business Services. “The Company has built incredible momentum in recent years as its market position and brand equity continued to strengthen. One of our many objectives during this engagement was to manage a process that would ultimately deliver an investor group well suited to facilitate the growth objectives of the business. We believe Precision Dialogue and Kirtland Capital Partners represent an ideal, committed partner equipped with the expertise and resources to enable Metrics to realize its growth potential.”
Scott T. Berlin and Effram E. Kaplan led the transaction. Ulmer & Berne, LLP, served as counsel to Metrics.
Metrics Marketing Group, LLC is a fast-growing integrated provider of analytics and technology driven database and interactive marketing services. The company offers a comprehensive suite of marketing services that are segmented into three primary categories: Analytics & Consulting which includes offerings such as predictive modeling and CRM optimization; Campaign Management which includes offerings such as campaign strategy development, design and implementation; and Interactive Services which includes offerings such as web application development, email and search engine optimization / marketing. The company provides these services to many long-standing clients across a diverse set of end markets, most notably retail and financial services.
For over 50 years, Northwest Mailing Service has been a leading provider of direct mail production and fulfillment services to a diverse nationwide customer base across a broad range of end markets including pharmaceutical, insurance, communication, travel & entertainment, and financial services. Northwest now ranks among the largest “one-to-one” match mailers in the country, distributing nearly a billion pieces of direct mail annually. In 2008, Northwest introduced Northwest 360, expanding the value added offering to include digital print and web-to-print services. Driven by customer demand and an opportunity to play a more integral role in marketing campaign execution, Northwest 360 has broadened in scope to include more interactive online media channels.