VNU intends to move lifestyle database operations into major European markets after buying the Calyx Group, the holding company for Computerised Marketing Technologies and NDL International last week.
Mark Patron, joint managing director of CMT and a member of the Calyx Group board, says that the move will mean a major expansion for the group in Europe. CMT already has a French operation and will use VNU’s backing for expansion.
CMT and NDL hold lifestyle information on over half the UK’s households, gathered from questionnaire forms mailed to consumers or inserted in magazines.
Ownership of the The Calyx Group was split, with US information services giant RR Polk and London-based venture capital company Warburg Pincus each holding 40 per cent and the remainder being held by senior management. RR Polk continues to own 100 per cent of NDL USA.