While the branding move signals greater integration between the two companies, with an eye toward serving cross-channel and interactive marketing customers, both Yesmail and Walter Karl will retain their own brand names, InfoGroup said.
The new division also will incorporate the technologies and services of social media company R2integrated, which Yesmail partnered with last summer. Together, the companies will offer mobile and text marketing, e-mail and database marketing, Facebook applications and Twitter integration, Web development and direct-response marketing.
The new division will be led by Yesmail President Mike Hilts, who takes the title of president, infoGroup Interactive. The division will be based at Yesmail headquarters in Portland, Ore.