Emmperative Had Signed Only 5 Clients for Marketing System

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CINCINNATI (AdAge.com) -- Emmperative, the "enterprise marketing management" system developer formed last year by a joint venture of Procter & Gamble Co. and Worldwide Magnifi, is cutting 45 to 50 of its 65-member workforce as it develops a new format for its product.

Launched last year with the promise of making P&G marketing processes and expertise available broadly for a price, Emmperative earlier this year got additional investment from P&G and consulting firm Accenture.

Venture capital firm Rustic Canyon is also a partner in the venture.

But the company had signed on only five clients so far, including P&G, Coca-Cola Co., Philips Electronics and Omnicom Group's BBDO Worldwide.

To address security concerns about the Web-based application, the company is looking to develop a software version of its marketing information management and collaboration tool.

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