Direct response marketing firm RMI Direct Marketing ceased operation on September 1, with the firm entering into an agreement to recommend its clients transition their list management and brokerage services to AudienceFirst Media, a division of SimioCloud, a part of constituent experience management firm Moore.
In an announcement of the move, leaders of the firms referred to it as an alliance and were specific that it was not an acquisition. Client notifications began last week, with a transition process put in place to provide continuity of service as clients move their list management and brokerage services to AudienceFirst Media, according to an announcement from Moore.
“For more than 40 years, RMI has been focused on helping our clients succeed, and that commitment was at the center of our decision about the future,” Rich Leary, president of RMI Direct Marketing, said via a statement. “We selected Moore and AudienceFirst Media because of the strong alignment between our companies and their deep expertise in list management, brokerage and data-driven audience strategies.”
Sources told The NonProfit Times that at least five RMI staff, including Leary, joined Moore as part of AudienceFirst Media and will continue supporting their clients. There was no word on their official roles at AudienceFirst Media. A call to Leary was not returned.
The firms have been working together via shared clients and there was familiarity between the leaders, sources told The NonProfit Times.
RMI was launched in 1985 by Martin Stein who had been with the marketing firm Walter Karl Inc. Stein started RMI in New York and then moved it to Connecticut. When Stein died in March 2010, the firm was divided up between four partners. Leary is the remaining partner and owner.
Industry experts speaking on background said that the list marketing and data business changed significantly during the past 10 to 15 years with the introduction of cooperative databases and regulations that dampened the ability to get new names, such as when firms were unable to get drivers’ license information from state motor vehicle agencies. The changes made it difficult for smaller, boutique firms to continue to be successful.
“RMI has built strong client relationships and an impressive business over decades, and we are honored that they selected Moore and AudienceFirst Media as the right partner for their clients,” Gretchen Littlefield, CEO of Moore, said via a statement. “AudienceFirst Media brings the experience, data expertise and strategic capabilities to provide continuity for RMI clients without a break in service. We look forward to building on the strong foundation RMI has established.”
