Invisions Merges with Subsidiary to Offer Fully Integrated Marketing

By Fisher, Eric | The Washington Times (Washington, DC), October 12, 1998 | Go to article overview

Invisions Merges with Subsidiary to Offer Fully Integrated Marketing


Fisher, Eric, The Washington Times (Washington, DC)


A 20-year-old Bethesda corporate marketing and financial-communications firm, Invisions Group Inc., recently merged with its interactive media subsidiary, Iconix, seeking to better combine its print marketing, and Internet and CD-ROM development services.

The new company, Iconix Group, will now offer fully integrated marketing for the first time, and the company also just opened a new office in Paris to serve its growing foreign and multinational client base.

"Many of our clients are now seeing their messages on line and off line as the same, so it made pretty clear sense to us to bring the two together," said Shannon Small, the company's vice president for marketing.

The decision to open the Paris office also fell into prevailing business trends. Many of the company's leading clients, such as Marriott Corp., Mobil Corp. and Sun Microsystems, have extensive interests overseas, and Invisions has serviced European companies since 1989.

"These relationships have grown extensively in recent years, and it provided us an opportunity to work them a bit closer, as well as push our interactive solutions," Miss Small said.

HERNDON FIRM TEAMS WITH BLOCKBUSTER

MinderSoft Inc., a Herndon on-line marketing firm, recently inked a deal with Blockbuster Video to set up a new Internet-based reminder service.

The service, called Entertainment Minder, works similar to e-mail notification services that on-line retailers such as Amazon.com and Music Boulevard use, but with two significant differences. Rather than use prior-purchase histories to develop customer profiles, MinderSoft uses detailed questionnaires consumers voluntarily fill out.

In return for supplying that detailed information, users then receive twice-weekly notices from Blockbuster of upcoming movies and albums that best meet their interests. Instead of plain text, the notices include plenty of multimedia, including film trailers and sound clips.

In less than three weeks of operating the service for Blockbuster, MinderSoft already has more than 20,000 people signed up for Entertainment Minder.

"Customers like our application. It gives them a closer affinity with the entertainment they're interested in," said Steve Chapin, chief executive of MinderSoft. "For Blockbuster, people used to find out about them only when they came into the stores. Now they can keep up just by going to the [Internet]."

SNYDER BUYS ANOTHER

Snyder Communications Inc. in Bethesda has taken yet another step in its two-year acquisition tear, last week buying Response Marketing Group in Richmond for $52 million.

Snyder specializes in broad-based marketing for large companies, with a particular emphasis on the pharmaceutical industry. Response Marketing, a similarly integrated marketing firm, concentrates on the technology, financial, health care and automotive industries. Clients include Intel Corp., Chevy Chase Corp. …

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