***Acquisition Will Extend DoubleClick's Marketing Automation Platform By Adding Operations Capabilities***
LONDON, March 4, 2004 -- DoubleClick Inc., the leading provider of marketing tools for advertisers, direct marketers and web publishers, announced that it has agreed to acquire SmartPath, Inc., a leader in marketing resource management (MRM) software applications. Financial terms of the all-cash deal were not disclosed. The transaction is expected to close within the next several weeks subject to certain closing conditions.
SmartPath's solutions help marketers and their agencies manage the operational aspects of marketing, including strategic planning, project management, workflow, document management and marketing financial management. MRM provides a common operating platform for marketers to plan and develop campaigns and budgets across all marketing channels. Gartner Group recently recognized SmartPath as one of the most visionary and fastest-growing MRM vendors. SmartPath has European headquarters in London and supports European customers, including Skandia, Jaywing and Mayne Pharma.
This acquisition allows DoubleClick to provide planning and operational solutions in addition to existing offerings in channel execution, data/analytics and optimisation. SmartPath's software platform enables DoubleClick to expand its value proposition through improved marketing management of traditional marketing channels, such as print and television. It is also expected to strengthen DoubleClick's position in vertical markets, such as pharmaceuticals and financial services.
DoubleClick plans to sell the SmartPath MMS solution through SmartPath's existing European sales and partner channels and through DoubleClick's global sales force, both as a standalone product and as an integrated offering with DoubleClick Ensemble 7.0, scheduled for European release in Q3 2004. DoubleClick plans to continue to base its MRM capabilities in North Carolina and expects to increase its North Carolina personnel within the next year.
"The acquisition of SmartPath is a critical step in DoubleClick's plan to become the premier provider of marketing solutions that help empower companies to manage their increasingly complex marketing environment," said David Rosenblatt, president of DoubleClick. "As a result of the acquisition, DoubleClick will be able to offer marketers a single source for managing the operational elements of their marketing, in addition to best-in-class solutions for online ad management, email marketing, website analytics, campaign management and catalog data optimization."
SmartPath customers will gain access to DoubleClick's global product support, deployment capabilities, deep marketing expertise and superior execution and data capabilities.
"Combining SmartPath's powerful Marketing Resource Management solution with DoubleClick's proven marketing automation and campaign management capabilities will provide our customers with the ability to manage marketing from concept to execution, cutting cycle times and costs and improving efficiency and effectiveness" said Bryan Ferren, managing director of SmartPath EMEA. "During the past year, SmartPath has sought partners that can assist in effectively delivering on the technology needs of world-class marketing organizations. DoubleClick is the only company we've found that is completely focused on marketing."
Some of SmartPath's customers include marketers such as Victoria's Secret, Kohler, the National Geographic Society, Novartis, GlaxoSmithKline, Wyeth and Progress Energy and agencies such as Leo Burnett and Carmichael Lynch.
About DoubleClick Inc.
DoubleClick is the leading provider of tools for advertisers, direct marketers and web publishers to plan, execute and analyze their marketing programs. DoubleClick's online advertising, email marketing and database marketing solutions help clients yield the highest return on their marketing dollar. In addition, the company's marketing analytics tools help clients measure performance within and across channels. DoubleClick Inc. has global headquarters in New York City and maintains 19 offices around the world.
SmartPath is the visionary leader among marketing resource management vendors and provides the most comprehensive, robust, and flexible solution to companies whose marketing activities are critical to their success. SmartPath allows companies to more effectively manage the planning and budgeting, development, management, distribution, and measurement of all their marketing initiatives - facilitating speed to market with more effective use of resources. SmartPath is the provider of choice for some of the world's most innovative companies including GlaxoSmithKline, Wyeth, Leo Burnett, Victoria's Secret, Kohler, and National Geographic. SmartPath is headquartered in Research Triangle Park, NC with European offices in London. For more information, visit
Contact: Jennifer Carr Jeffrey Phillips
DoubleClick Inc SmartPath, Inc.
+44 (0)20 8849 8306 +1 919 462 1489
Published on: 12:00AM on 4th March 2004