BELOW THE LINE

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Metromail Corp., Lombard, Ill., a database and direct marketing services company, agreed last week to be acquired by U.K.-based Great Universal Stores after a bidding war involving Metromail rival American Business Information. GUS originally bid $31.50 per share in cash, or $831 million; ABI countered with $33 per share, and GUS responded with $34.50 per share. ABI made a final counteroffer of $37.48 per share but failed to meet a deadline imposed by Metromail for presenting final documents on its offer.

Gateway 2000 tapped McCann Relationship Marketing, New York, as direct marketing agency of record, and parent McCann-Erickson Worldwide for general advertising. The entire business is estimated at $70 million. Direct mar-keting had been handled in-house; the general ad account was at D'Arcy Masius Benton & Bowles, Los Angeles (AA, March 30).

Thomas E. Vasquez was named president-CEO of Yankelovich Partners, Norwalk, Conn. Mr. Vasquez joins the market researcher from KPMG Peat Marwick, where he was national partner in charge of corporate trans- action services. He succeeds John Struck, who becomes chairman of Yankelovich Holdings and will focus on new business. Also, Yankelovich announced the acquisition of database marketing com- pany AIM Marketing, Fairfield.

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