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Aprimo Buys Belgian Firm ADAM Software
Marketing resource management (MRM) platform Aprimo, formerly owned by Teradata, has acquired Ghent, Belgium-based digital asset management firm ADAM Software. Terms were not disclosed.
Aprimo helps clients manage their marketing planning, spend and activation, optimizing marketing ROI. The company was acquired by analytics firm Teradata in 2011 but resumed its independence last year.
Following the latest acquisition, ADAM Software CEO Pieter Casneuf will become SVP and GM of Aprimo Smart Content Solutions, based in Europe. ADAM's other employees will also join Aprimo's team of about 400.
Buying ADAM - its former reseller partner - plugs a perceived gap in Aprimo's offer, bringing its digital asset management capabilities up to speed with niche providers and 'pure play' digital asset management (DAM) vendors.
Aprimo CEO John Stammen told news site www.CMSWire.com : 'With the acquisition of ADAM, we now offer marketers a content proposition that takes them from A to Z' - and the combination will enable it to provide 'capabilities that didn't exist in one place, from one vendor, at an enterprise level until now'. Casneuf says Aprimo customers will now be able to 'manage brand, campaign and product assets at the same time from the same place, quickly'.
Aprimo is owned by Marlin Equity Partners and headquartered in Chicago, with R&D and customer support functions in Indianapolis. It has international operations based in London and is online at www.aprimo.com .
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