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FOR IMMEDIATE RELEASE
CONTACT:
Kathy Wilson
Tier One Partners
781/862-9937
kwilson@tieronepr.com
CLICK TACTICS ENHANCES MULTI-CHANNEL DIRECT MARKETING
OFFERING WITH BRITEMOON ACQUISITION;
SECURES ADDITIONAL $7.75 MILLION IN FUNDING
Funding Earmarked for Acquisition of eMail Marketing Leader,
Additional Working Capital
WALTHAM, Mass., October 19, 2004 -- Click Tactics, Inc., an innovator in the
production and execution of complex direct marketing programs for customer-focused
Fortune 500 companies, today announced it has acquired Woburn, Mass.-based Britemoon,
Inc., developers of software that creates, manages and measures profile-based e-mail
marketing and multi-channel campaigns. With the Britemoon acquisition, Click Tactics now
offers the only automated direct marketing solution that allows marketers the ability to
produce, integrate and synchronize direct mail and e-mail communications to achieve higher
response rates and improve marketing ROI.
Britemoon has more than 60 corporate customers worldwide, including Federal
Express, General Motors, Dunn & Bradstreet and Atkins Nutritionals, and partners with
database and loyalty marketers like Epsilon and BeNOW as well as some of the nation's top
agencies including Draft and Digitas. The company's 23-person staff will join Click Tactic's
offices in Waltham effective immediately. Terms of the acquisition were not disclosed.
"Our customers are telling us that combining direct mail and email into a single
communication stream dramatically improves the campaign's performance, but the
complexity of setting up and executing across those channels often prohibits their use,"
commented Andrew Frawley, CEO of Click Tactics. "Britemoon offers a proven e-mail
marketing technology that offers a perfect complement to the Click Tactics direct mail
solution. Now, our customers can execute highly targeted and profitable direct marketing
campaigns by whatever mix and sequence of channels they choose. We welcome the
Britemoon team to Click Tactics."
According to Click Tactics customer Marianne Doran-Collins, Senior Vice President,
Online and Affinity Banking, Sovereign Bank, "I can't underscore enough the importance of
having new technology-based solutions that help us responsibly and appropriately harness
the power of email, while coordinating and managing the right mix of communications
channels for optimum campaign performance and ROI."
Click Tactics also announced it has secured an additional $7.75 million in funding
from New York-based TH Lee Putnam Ventures and Charlotte-based Wakefield Group.
Click Tactics will use the funding to complete the Britemoon acquisition, as well as for
working capital to continue to expand the company's sales and marketing efforts.
Ramanan Raghavendran, Managing Director of TH Lee Putnam Ventures, said, "TH
Lee Putnam Ventures continues to have high confidence in ClickTactics' strategy and vision
as demonstrated by this latest, significant investment in the business. The company
continues to grow rapidly and add major corporations across a variety of industries to its
client roster, and we are pleased to support Andy and his team."
Britemoon's scalable e-mail and campaign management platform generates
customized website data capture forms to offer marketers unified customer views of data and
responses collected across multiple channels. Marketers are thus empowered to respond to
customer activity across channels with fast, personalized e-mails and other communications
(e.g., telemarketing, direct mail), as well as view individual histories and track customer
activities across channels to improve campaign ROI. As with all of Click Tactics offerings,
Britemoon's robust and flexible technical architecture integrates seamlessly with all major
CRM platforms. Integration of the Click Tactics and Britemoon products has already been
completed and programs are underway for a number of Click Tactics' customers.
"The holy grail for direct marketers is the ability to leverage an efficient and
effective multi-channel strategy for reaching prospects and customers," said Brad
Neuenhaus, CEO of BeNOW, a Britemoon strategic partner. "It only makes sense that
Click Tactics has acquired Britemoon, which will enable them to provide customers an
integrated best-of-breed direct marketing offering that optimizes campaign performance
and return on investment."
About Click Tactics, Inc.
Click Tactics specializes in the efficient production and execution of complex, highly
profitable direct marketing programs for Fortune 500 companies around the world. Using a
proprietary Web services solution that significantly streamlines and automates the marketing
process, the Click Tactics team works with clients to execute tailored direct marketing
campaigns faster and more accurately than ever before, with measurable return on
investment. Customers such as Bank of America, Marsh & McLennan and Bankers' Life &
Casualty have partnered with Click Tactics to cement customer relationships, cross-sell more
effectively and improve lead quality to distributed agents. For more information on Click
Tactics, visit the company's Web site at www.clicktactics.com.
# # #
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