M&A Deal Summary

Bread Financial Holdings Acquires Equifax’s Direct Marketing Services Division

On July 1, 2010, Bread Financial Holdings acquired marketing company Equifax’s Direct Marketing Services Division from Equifax for 117M USD

Acquisition Highlights
  • This is Bread Financial Holdings’ 1st transaction in the Marketing sector.
  • This is Bread Financial Holdings’ 7th largest (disclosed) transaction.
  • This is Bread Financial Holdings’ 3rd transaction in the United States.

M&A Deal Summary
Date 2010-07-01
Target Equifax’s Direct Marketing Services Division
Sector Marketing
Buyer(s) Bread Financial Holdings
Sellers(s) Equifax
Deal Type Divestiture
Deal Value 117M USD

Target

Equifax’s Direct Marketing Services Division

United States
Equifax's DMS division provides proprietary data-driven, integrated marketing solutions through two complementary offerings: database marketing and hosting, and data services including U.S. consumer demographic information.

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Buyer(S) 1

Buyer

Bread Financial Holdings

Columbus, Ohio, United States

website

Category Company
Founded 1995
Sector Business Services
Employees7,500
Revenue 3.9B USD (2022)
DESCRIPTION
Entrance to Alliance Data Systems' corporate headquarters in Plano, Texas.
Entrance to Alliance Data Systems' corporate headquarters in Plano, Texas.

Bread Financial Holdings is a provider of data-driven marketing and loyalty solutions serving large, consumer-based industries. The Company creates and deploys customized solutions, enhancing the critical customer marketing experience; the result is measurably changing consumer behavior while driving business growth and profitability for some of today's most recognizable brands. Bread Financial Holdings was founded in 1996 and is based in Columbus, Ohio.

DEAL STATS #
Overall 4 of 12
Sector (Marketing) 1 of 4
Type (Divestiture) 1 of 1
Country (United States) 3 of 10
Year (2010) 1 of 1
Size (of disclosed) 7 of 7
PREVIOUS DEAL
DATE TARGET DEAL TYPE VALUE
2006-02-09 ICOM Information & Communications

Toronto, Ontario, Canada

ICOM Information and Communications Inc., a provider of marketing data, communications, and targeted list services.

Buy -
FOLLOWING DEAL
DATE TARGET DEAL TYPE VALUE
2011-04-25 Aspen Marketing Services

West Chicago, Illinois, United States

Aspen Marketing Services (Aspen) Aspen is an integrated marketing services company with approximately 400 professionals located in nine offices nationwide.

Buy $345M

Seller(S) 1

SELLER

Equifax

Atlanta, Georgia, United States

website

Category Company
Founded 1899
Sector Information Services
Employees14,000
Revenue 5.1B USD (2022)
DESCRIPTION
Entrance to Equifax's corporate headquarters in Atlanta, Georgia.
Entrance to Equifax's corporate headquarters in Atlanta, Georgia.

Equifax is a global provider of information solutions and human resources business process outsourcing services for businesses, governments and consumers. Equifax has a large and diversified group of clients, including financial institutions, corporations, governments and individuals. Equifax's products and services are based on comprehensive databases of consumer and business information derived from numerous types of credit, financial assets, telecommunications and utility payment, employment, income, public record, demographic and marketing data. Equifax was incorporated in 1899 and is based in Atlanta, Georgia.

DEAL STATS #
Overall 3 of 3
Sector (Marketing) 1 of 1
Type (Divestiture) 3 of 3
Country (United States) 2 of 2
Year (2010) 2 of 2
Size (of disclosed) 1 of 2
PREVIOUS DEAL
DATE TARGET DEAL TYPE VALUE
2010-04-05 Equifax Enabling Technologies

Baton Rouge, Louisiana, United States

Equifax Enabling Technologies LLC is a provider of software solutions consisting primarily of the APPRO suite of loan origination software. APPRO is a provider of comprehensive loan origination systems for financial institutions and is based in Baton Rouge, Louisiana.

Sell $72M
FOLLOWING DEAL
DATE TARGET DEAL TYPE VALUE
2010-10-04 Anakam

San Diego, California, United States

Anakam is an Internet security firm that was founded to address online fraud through innovative software based authentication and identity management solutions.

Buy -
Mergr

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