Experian acquires Virid Interatividade Digital, a permission-based email marketing company

Information services company Experian has acquired Virid Interatividade Digital Ltda, a permission-based email marketing company in Brazil.

For the year ending 31 December 2010, revenue for Virid was R$9m (c.US$5m). Gross assets as at 31 December 2010 wereR$2m (c.US$1m).  Virid was acquired from its founding shareholder and management. The acquisition has been funded from Experian’s existing cash resources.

Founded in 1996, Virid is Brazil’s largest email marketing service provider, offering email delivery, email based behavioural segmentation, real-time campaign reporting, mobile delivery and social media integration. The company has over 800 direct and 3,000 indirect clients including retailers, advertising agencies and news organisations.

The acquisition is a further step in Experian’s strategy to expand its targeted digital marketing activities globally. It extends the geographic reach of Experian’s email marketing business into the key market of Brazil, where Virid will become part of Experian’s Marketing Services business in Latin America.

“This acquisition underlines Experian’s commitment to providing domestic and international brands in Brazil with innovative digital marketing services. Following the successful launch of Experian Hitwise, our digital marketing intelligence service, the addition of Virid to our portfolio offers organisations the very best in email marketing to help them achieve a high return on investment from their marketing spend,” said Juliano Marcilio, president of Experian Marketing Services, Latin America.

“As the largest global technology services provider focusing on the integration of email, social media, mobile and display marketing, we’re excited to expand our capabilities and service philosophy to the Brazilian market, and to our international clients who have customers in Brazil,” said Matt Seeley, group president, Experian Marketing Services North America. “Email marketing has the highest ROI of any other digital marketing channel and acquiring Virid ensures this trend will continue in Latin America.”

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