Accord buys Netizen and merges with ASM

by Joanne Oatts, Brand Republic 11-Sep-06, 07:00

LONDON - Accord Holdings, the direct response group, has acquired website design and online travel marketing specialist, Netizen.

Accord will merge Netizen with the group's online search media arm, Accord Search Marketing and will rebrand it as Netizen Digital.

ASM managing director Lewis Lenssen will head up the new company, with an initial focus on Netizen's existing target market of travel and property clients. The company plans to broaden its client base in the future and embark on a campaign of new business acquisition.

Lenssen said: "We are delighted to be joining forces with Netizen and we have exciting plans for Netizen Digital.

"Companies in travel and property are now realising the full potential of online marketing. The future lies in maximising ROI performance across the full range of integrated channels."

ASM currently handles £25m in search business for 130 clients in the UK. Netizen provides website development, content management services, search engine optimisation and email marketing.

Lenssen added: "Paid search and SEO will generate response, but if your website isn't up to scratch, or if you don't keep in touch with your existing customers, you are reducing your likely returns. You need to be consistent throughout the entire consumer buying experience."

Netizen Digital will provide Accord Holdings, which had a £153m turnover in 2005, with its own in-house online marketing agency, available to its other companies: travel and property agency Conrad Advertising; automotive shop Boyne Publicity; travel specialists Artavia Advertising and recruitment advertising firm MKH Advertising.

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