Deluxe Buys New York's FMCG Direct

Marketing services company First Manhattan Consulting Group (FMCG Direct) has been acquired for $200m by Deluxe Corporation, which provides services including market, design and fraud prevention for small businesses and financial institutions.

NYC-based FMCG Direct provides marketing analytics and insights using financial services expertise and proprietary research - as well as marketing campaign design and execution.

The deal went through on December 30th, and was financed through an existing revolving credit facility and an expansion of its term loan to $330m. FMCG Direct is expected to deliver 2017 revenue of c.$80-85m, with its services moved into Deluxe's Financial Services segment. The latter's offer includes marketing analytics for customer acquisition and customer loyalty programs, and Deluxe says the addition will give clients 'differentiated capabilities to profitably grow revenue, acquire new accounts and deepen customer relationships'.

Deluxe CEO Lee Schram comments: 'FMCG Direct further enhances our data-driven marketing services portfolio, and creates a one-of-a-kind suite of capabilities for top tier financial institutions to acquire, cross-sell and retain consumer, small business and commercial relationships'. Bob Tetenbaum (pictured), President and co-founder of FMCG Direct says: 'After surveying our common capabilities and approaches to adding value to clients, we found that FMCG Direct's analytical approach to marketing services is the perfect fit to further enhance the Deluxe Marketing Services portfolio. We're excited to become part of the Deluxe family'.

Deluxe, which numbers 'nearly 4.5 million small businesses' and around 5,100 financial institutions among its customers, can be found online at www.deluxe.com . First Manhattan, which a decade ago struck up segmentation partnerships with Experian and Simmons Research, is online at www.fmcgdirect.com .

All articles 2006-23 written and edited by Mel Crowther and/or Nick Thomas, 2024- by Nick Thomas, unless otherwise stated.