DRAFT TO BUILD ITS PRESENCE IN EUROPE: DIRECT MARKETING AGENCY WILL BUY SHOPS BASED IN U.K., GERMANY

By Published on .

DraftDirect Worldwide is bolstering its international operations with the addition of two European companies, bringing the agency's whirlwind acquisition count to 10 this year.

Chicago-based Draft's announcement today that it is purchasing Lovell Vass Boddey, a U.K. direct marketer, and database management company Mailpool, Stuttgart, coincides with the start of the Direct Marketing Association's 80th annual conference (see related story on Page 35). Terms of the transactions weren't disclosed.

"Typically, DraftDirect ranks among the top five direct agencies in most markets," said President Dan Ginsburg, who noted Draft plans to build Lovell Vass Boddey into a top five player in the U.K. by 2002.

SMALL PRESENCE IN U.K. NOW

Currently, however, DraftDirect has only a minor presence in the U.K. and its newest addition, by Draft's reckoning, ranks 46th in the market.

Mailpool is a more prominent force in Germany, where DraftDirect said it sharees the No. 3 slot with nearly a dozen other agencies. Preceding the Mailpool acquisition, Draft claims it's No. 4 in Germany, after its purchase of Peter Reincke Direkt Marketing earlier this year.

Germany, which represents 37% of all direct marketing purchases in Europe, presents greater direct opportunities than the U.S., Draft said.

Before its big acquisition drive this year, Draft wasn't even among the top five marketing services agencies in the U.S. According to Advertising Age figures, the agency ranked No. 7 among direct response agencies last year, with $57.1 million in direct revenues.

RANKING WILL SKYROCKET

But Draft will inevitably shoot up in the not-yet-compiled '97 rankings. When '96 revenue from this year's acquisitions of D.L. Blair and MCA Advertising alone are added to Draft's, its total jumps to $121.8 million, putting the

In this article:
Most Popular