BtoB

MSGI Direct set for name change

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New York--MSGI Direct, a b-to-b list manager and broker company, will change its name to MKTG Services Inc. next week. A formal announcement is expected on Monday.

The name change is "a culmination of us going to an operating company from a holding company," said David Sasso, managing director-publicity/investor relations at MSGI, which has 124 million b-to-b names on file. Sasso said that the company will now offer clients a "full suite of marketing services," such as online community marketing and interactive marketing.

In the past several years, MSGI has acquired several companies in the list space, including Stevens-Knox & Associates, Coolidge Co. and CMG Direct, a subsidiary of CMGI Inc. The name change will feature a new corporate logo, along with a branding campaign that breaks in April. Ads are slated for traditional trade magazines.

--Matthew Schwartz

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