Big deal makes Intrinsic Europe’s largest EMA provider
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Intrinsic has made its most dramatic move to date by buying Paris-based Marketic, a fellow enterprise marketing automation (EMA) specialist .

The acquisition makes Intrinsic the largest EMA software company in Europe - with a presence in France, Spain, Portugal, the Netherlands and Belgium - working across more than 120 customer sites. It will also enable the company to broaden its product portfolio.

Intrinsic has already established offices in the UK, US and Australia, and is responding to international demand for intelligent next generation marketing solutions for marketing, sales and service. EMA forms a key component of the CRM market, which is predicted to be worth $6 billion by the year 2001, and this acquisition makes Intrinsic a prodigious global player.

Dr Steve Treadwell, CEO of Intrinsic, said: “We are very proud to announce our first major acquisition in the year 2000. Marketic is the market leader in France and the rest of Southern Europe. By carefully choosing such a company, we are able to expand globally without compromising our standard of service.”

“It is hard from the outside to break into France, but a French company is the natural channel. It is important to have a local presence, to be sensitive to the language, culture and market, and Marketic is the perfect building block to support our leadership and growth strategy.

“We are a good fit. Our products are similar, but different enough to add richness. From having 30 software developers, we now have 60; we have increased our sales force, too – and enhanced our reputation.

“The US is the next area we must concentrate on, and make other acquisitions. Expanding into Australia and the United States is a great way of extending our reach, of ensuring our long-term survival,” said Treadwell.

Marketic is headquartered in Paris, France, has 53 staff and was formerly a part of Omnicom, the world’s second biggest communications group. Now Omnicom owns a 50% share in the company. Its customers include Credit Lyonnais, Cofinoga, FNAC, SNCF and Wanadoo.

Intrinsic also challenges the telecoms sector as it takes on two of France’s leading telecoms operators, France Telecom and Cegetel, as well as Spain’s second-largest, Airtel.

Marcel Assaraf, former general manager, Marketic, and now CTO, Intrinsic, commented: “This is obviously a great opportunity for Marketic to become part of a larger CRM and EMA global specialist provider. Intrinsic’s global partnerships with Acxiom, General Electric and SAS Institute will benefit our existing customers enormously and will help to gain further customers who are looking to progress with their marketing activities.”

André Boisvert, COO of the SAS Institute, said: “Our partnership with Intrinsic and its recent acquisition of Marketic will enable our joint global customers to execute their CRM and EMA strategies more effectively, which is vital in today’s business world.”

Daniel Delorge, general manager, SAS Institute France, commented:
“Our strong involvement in Intrinsic’s future software development and integration with SAS Institute’s CRM and eIntelligence packages will provide the best marketing solutions available today.”

Jean-Pierre Seguret, vice president and general manager, DDB France, said that DDB, as part of Omnicom, was very proud to have backed Marketic’s development over the last eight years in France and across the rest of Europe.

Intrinsic already works with Honda in the UK and can now add Peugeot and Mitsubishi to its list of automotive customers. The company’s existing European customers include Direct Line, GE Capital, M&G, Viag Interkom and Wehkamp.


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