Epsilon Goes Omnichannel With its Acquisition of Hyper Marketing

Ryan Joe

In the early days of digital, providers of marketing services could get away with focusing on innovative point solutions. But as always-on consumers now exist in an omnichannel world, those same marketers find they need to have across-the-board expertise, from database management to in-store selling. It's because of this environment that Alliance Data Systems has agreed to acquire Hyper Marketing Inc. (HMI) on behalf of its marketing services division Epsilon for approximately $460 million. HMI is a network of nine marketing services providers that include search agency MediaWhiz and shopper-and-retail focused agency Catapult.

Through this acquisition, which Epsilon CEO Bryan Kennedy expects to close by the end of the year, Epsilon will add key talent—including ...

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