Ascential Software’s Purchase Of Mercator Software May Put New Branding Campaign On Hold – Brief Article
The announcement by Westboro, Mass.-based Ascential Software to acquire Wilton, Conn.-based Mercator Software for $106 million may jeopardize or alter Mercator’s current branding campaign launched in March (TABR, March 10).
The deal, which is expected to close by the end of the third quarter, will merge Ascential’s enterprise data integration expertise with Mercator’s data transformation and routing solutions know-how. It will create the largest independent enterprise data integration software company, with annual revenues of approximately $250 million and 3,000 customers.
In March, Mercator launched a branding campaign created by Salt Lake City-based boede&partners using e-mail and e-CRM supported by interactive, print and events efforts. The campaign was expected to run through the end of this year.
A spokesperson for Ascential Software said both companies will continue to run as separate entities until the sale is approved. At that time, a decision on future advertising and marketing efforts will be made.
Ascential does not use an advertising agency or outside marketing, preferring to handle those efforts in-house.
Kevin Iaquinto, vice president of marketing and communications for Mercator, said it is too early in the acquisition process to tell if the branding campaign and company advertising will continue after the sale is complete. Iaquinto said if the new company decides to continue with the campaign, it will be altered to reflect the values of the new company.
“Obviously, it will have an impact on the current branding message,” he said. Scott Kempema, a managing partner at boede&partners who works on the Mercator campaign, said the agency is in a wait-and-see mode but hopes they can continue their relationship with the software company after the merger closes.
Ascential Software can be contacted at 508-366-388. Mercator Software can be contacted at 203-563-1214.
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