MarketStar (US)

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Until its divestment in 2019, MarketStar had developed into one of the largest promotional marketing subsidiaries within the Omnicom portfolio, though it has a low profile outside its key sector of IT products and services. It was also comparatively unique within the group's roster since it specialises less in traditional marketing than in outsourced sales solutions (or Sales as a Service) for technology companies, targeting small and medium-sized end-customers, including retailers. Although it does offer shopper and direct marketing, telesales and channel development, it also delivers a complete menu of other outsourced corporate functions including HR, recruitment, accounting and technical support, not just in North America, but also several other major markets in Europe and Asia. It claims to drive sales worth more than $6bn a year for its clients. Founded in 1988 by Alan Hall, it joined Omnicom's portfolio in 2000, initially through a minority shareholding and a partnership with that group's own CPM International promo unit. Omnicom took full control in 2002. Hall remains non-executive chairman with David Treadway as CEO. AdAge estimated revenues of $256m in 2016. In 2019, Omnicom agreed to sell the business to investment company Wasatch Group. No terms were disclosed. Subscribers may access account assignments and contact information. The searchable account assignments database is available to full subscribers to Adbrands.net premium services. Click here to access Adbrands account assignments (subscribers only); or see here for information on how to subscribe.

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Capsule checked 31st December 2018

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