DMG Buys Call Centre Consultancy

In the UK, direct marketing specialist Digital Marketing Group (DMG) is to make its second acquisition in as many weeks, acquiring call centre consultancy Prodant for up to £750k assuming targets are met. The firm will join DMG's Jaywing subsidiary.

Established in 2003, Nottingham-based Prodant offers a range of training and development programmes for call centres in the UK. These include call centre training; data modelling, scorecards and analysis; management skill development; and credit risk management. Gross profit for the year ended 30 June 2008 was £603k. Today's deal sees DMG paying an initial consideration of £165k in cash, which may rise to £750k if Prodant achieves future profit targets.

DMG, which will integrate Prodant into its specialist data services business Jaywing, believes there are significant opportunities for synergies and cross-selling with Prodant.

Commenting on the acquisition, Jaywing MD Andy Gardner said: 'Our objective has always been to develop the intelligent use of data at all points of customer contact. Through the acquisition and integration of Prodant we will be able to extend Jaywing's comprehensive and expert offering.'

Jaywing employs nearly 100 consultants in online and offline data and information services. These services include customer analysis and digital behavioural analysis, along with credit insight and credit management. The firm has also developed the Digital Brain platform, to integrate previously known customer data with that gathered during the course of a call.

Last week DMG acquired voice channel specialist Gasbox to strengthen its direct marketing division, which uses customer data to produce targeted campaigns.

Web sites: www.digitalmarketinggroup.co.uk , www.jaywing.com and www.prodant.com .

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