Epsilon Rebrands Itself Purple@Epsilon

by Gavin O'Malley, Mar 24, 2008, 7:00 AM

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Feeling typecast as a database and email marketing agency, Epsilon today is launching a marketing effort to prove its full-service direct marketing chops.

Rebranding itself Purple@Epsilon, the agency is aiming to position itself in a league with large data-driven full-service digital agencies like Digitas under the new slogan: "Marketing as usual. Not a chance." Purple was chosen to incorporate into the name as it is the long-time company signature color.

"We want people to be cognizant of the fact that we're the most complete direct marketing services agency out there," said CMO Steve Cone, author and one-time head of advertising and brand management at Citigroup Global Wealth Management.

"We're not known for direct marketing services," Cone said. "Epsilon is known for strategic services and data management."

And the timing couldn't be more critical, as the agency is presently involved in at least four big pitches with brands in the areas of health care, financial services, consumer products, and consumer packaged goods, according to Cone.

"Our goal is to be top-of-mind whenever a Fortune 500 company is planning [a review]," Cone said.

Formerly Epsilon's Interactive and Agency and Direct Services groups, Purple@Epsilon is made up of some 700 staffers providing a range of services from 19 offices worldwide. The agency is led by David McRae in Dallas and Ragy Thomas in New York, and both report directly to Epsilon President and CEO Michael Iaccarino.

The newly named agency is supported by Epsilon's Strategic Database, Data Services and Abacus divisions offering a suite of services, including consulting, brand services, segmentation expertise, program planning, acquisition services, creative implementation, direct mail production, advanced analytics and Web development services.

According to Cone, the agency already offers a range of such services to a number of clients, including Sharper Image, cable company Charter Communications, and British supermarket chain Tesco.

Part of the Alliance Data Systems marketing group, Epsilon firmly rooted itself in permission-based email marketing with the acquisition of Bigfoot Interactive for $120 million. Then, in early 2006, Epsilon acquired DoubleClick's e-mail business for an estimated $90 million. Later in 2006, Epsilon acquired Abacus, which manages databases for catalog companies, from DoubleClick for $435 million.

This year, by Cone's estimate, the agency will deliver a staggering 40 billion emails on behalf of some 600 clients.

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