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BtoB

Y&R acquires KnowledgeBase Marketing

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New York -- Young & Rubicam announced today that it has acquired KnowledgeBase Marketing in a stock and cash deal valued at about $175 million. KnowledgeBase Marketing, which is based in Chapel Hill, N.C., and has offices in eight U.S. cities, provides customer relationship marketing services, direct marketing and marketing database programs for business-to-business and consumer companies. KnowledgeBase will keep its name and operations; its management team will remain intact and report to Jay Bingle, CEO of Young & Rubicam's Wunderman Cato Johnson. ``KnowledgeBase Marketing's unique blend of data warehousing, data mining, information services and analytic capabilities have made it a formidable force in just a few years,'' Young & Rubicam COO Ed Vick said in a news release. ``By combining their expertise in this emerging area with that of other Young & Rubicam Inc. companies, we believe we can set the standard for both Web-based and media-based customer relationship management solutions.''
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