SRBI Buys Catalina Research Division

US agency Schulman, Ronca, & Bucuvalas, Inc. (SRBI) has acquired Cincinnati-based Catalina Marketing Research Solutions (CMRS) from parent Catalina Marketing Corporation, for an undisclosed sum.

CMRS, formerly Alliance Research and known for its development of advanced techniques for turning 'information into action', will be integrated into SRBI's Marketing Insights Division, also headquartered in the Cincinnati area.

According to Mark Schulman, President of SRBI, 'The strategic fit of CMRS/Alliance with SRBI's Marketing Insights Division significantly strengthens our position in the consumer product and service insight space'.

SRBI was the 41st largest agency on the Honomichl list in 2004, with growth of 14.1%. Its own suite of advanced analytics tools includes GUESTTRAX(r):: a customer loyalty management program, employee satisfaction measurement tool STAFFTRAXSM, online information management and reporting solution ARRIVESM and others for service optimisation and product launch.

Catalina Marketing's CEO Dick Buell said the sale concluded the series of four divestitures previously announced, and was 'in alignment with the long-term growth and profitability plan established... Going forward, the company will focus on its strategic assets, which include the combination of its network of manufacturer sponsors, its relationship with its retail partners and its proprietary solutions powered by the company's intellectual property. Future business pursuits will leverage these key strengths'.

New York City-based SRBI is on the web at www.srbi.com . Cataline Marketing's web site is at www.catalinamarketing.com

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

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