InfoGroup launches unified branding initiative

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Omaha, Neb.—Database marketing holding company InfoGroup Inc., built over the years largely through multiple acquisitions, Monday launched a multistep process to unify the branding of its various companies and services under the InfoGroup name.

As a first step, the company will begin applying a new InfoGroup logo as part of the identities of all its companies, CEO Bill Fairfield said.

In addition, Fairfield said some of the company's subsidiaries may be renamed to identify more closely with the new corporate branding.

“Our loose confederation of 31 very independent businesses served us well back in the go-go days when everyone could be entrepreneurial,” Fairchild told BtoB in an interview.

However, the structure created back-office inefficiencies, he said. It also was common for different InfoGroup companies offering similar products and services to compete against each other for the same business, he added.

InfoGroup, founded in 1992 as InfoUSA, includes database and sales-lead companies InfoUSA, Walter Karl, Edith Roman, Direct Media/Millard and; e-mail service provider Yesmail; and demographic research company Opinion Research Corp.

In November the publicly traded company reported third-quarter sales of $125 million, compared with $145 million in the year-earlier period. Thanks to some $35 million in cost cuts during 2009, InfoGroup returned to profitability in the quarter, with net income of $4.8 million.

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