Alliance Data To Pay $460M For Hyper Marketing

Law360, New York (November 9, 2012, 3:51 PM EST) -- Alliance Data Systems Corp. on Friday said it planned to buy the digital marketing agency Hyper Marketing Inc. from private equity firm Lake Capital Partners for $460 million, expanding Alliance's capabilities in key digital marketing channels.

The deal increases Alliance's presence in return-on-investment-based targeted marketing, which is now 50 percent of the total $400 billion spent annually in marketing and is increasingly chipping away at traditional forms of general advertising. Combined with Alliance's Epsilon marketing firm, HMI will help Alliance develop its "agency of the future,"...
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