GGT Direct extends role with consultancy buyout

GGT Direct Advertising has bought a management consultancy for an undisclosed sum. It is the first direct marketing agency to agree to a deal of this kind.

BPM, which is headed by former Sainsbury’s strategic marketer Steve Shutts, will be based at GGT Direct’s central London offices. Shutts was responsible for developing Sainsbury’s loyalty card.

The management consultancy focuses on solutions for marketing and technology. It claims it can offer clients business solutions that work across all functions of their organisation.

GGT Direct chief executive Mike Cornwell says: “Coupling BPM with our existing strength in strategic planning means that we can improve delivery on important internal requirements [of the client] which will then enable better customer communications.”

BPM employs six consultants and aims to increase that to 20 over the next two years.

Cornwell says the BPM service will be offered as an extra for GGT’s existing clients, which include Vauxhall and House of Fraser, and will be used as a new business tool.

BPM’s clients include WH Smith, Equifax, BAA, BP Oil and Ottakers.

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