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Young & Rubicam, New York, acquired Knowledgebase Marketing for about $175 million in a stock and cash deal. The Chapel Hill, N.C.-based database marketing company will remain a distinct entity within Y&R. Knowledgebase's management team remains in place; CEO Tim Toben will report directly to Jay Bingle, CEO of Wunderman Cato Johnson, Y&R's direct marketing unit. Y&R plans to use the acquisition to strengthen its relationship and targeted marketing capabilities by marrying Knowledgebase's data expertise with Wunderman's direct marketing prowess.

Kraft Foods selected Ryan Partnership, Westport, Conn., to handle member-retention marketing for its $150 million Gevalia Kaffe gourmet coffee brand. FCB Direct, New York, is Gevalia's agency for branding and new customer acquisition.

Snyder Communications last week announced the renaming of all its companies in the direct marketing services arena under the common name Brann Worldwide. Brann Worldwide consists of Brann Ltd., Cirencester, England, as well as U.S.-based Blau Marketing Technologies, a direct marketing agency; National Retail Services, a pharmaceutical and package-goods marketing services company; Response Marketing Group, a database marketing and analytical services company; and Snyder Direct Services, a marketing services company. Chris Gater becomes president-CEO of Brann Worldwide; he previously was chairman-CEO of Brann Ltd. Dennis Eastham becomes president-chief operating officer of Brann Worldwide's North American agencies, from president of Blau Marketing Technologies. Separate-ly, Snyder last week announced its acquisition of Media Syndication Global, New York, an integrated marketing and media services company specializing in financial services.

Cox Direct, St. Petersburg, Fla., a subsidiary of Cox Communications, and the Lamaze Institute for Family Education will co-market "See Them Grow From Lamaze Family," a direct mail product targeted to parents of 2-to-24-month-olds. "See Them Grow" is Cox's cooperative direct mail package with coupon offers and samples to parents of 5-to-18-month-olds. The new Lamaze package will be mailed quarterly to 750,000 homes. The package also will include a newsletter produced jointly by Cox Direct and the Lamaze institute.

Lucent Technologies, Murray Hill, N.J., agreed to acquire Mosaix, Redmond, Wash., a software provider, to expand its customer relationship management and call center capabilities. The stock transaction is valued at about $145 million based on Lucent's April 1 closing price. Lucent Business Communication Systems' clients include Carnival Cruise Lines, Fingerhut and QVC.

Focus Direct, San Antonio, a direct mail manufacturing and marketing company, acquired list rental company Creative List Solutions, Provo, Utah. Creative List Solutions will be combined with Focus' DataMark Systems division in Salt Lake City. DataMark President Arthur Benjamin will retain that title at the newly combined entity. Connie Hollingshead, owner of Creative List Solutions, becomes

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