NEWS28 October 2009

Marketing optimisation firm Allant in private equity buyout


US— Private equity firm MidOcean Partners has taken a majority stake in the Allant Group, which provides database marketing, analytics and predictive intelligence services.

Allant’s management retains a significant minority stake in the firm.

Frank Sowinski, a member of the MidOcean team who will become Allant’s vice chairman, said: “Allant’s emphasis on analytic-driven multi-channel marketing solutions, integrated inbound and outbound marketing technologies, performance measurement and advanced advertising solutions are extremely well aligned with the demands of large scale marketing organisations.”

Terry McCarthy, president and CEO of Allant, said: “We are excited to have MidOcean join the Allant team as an active partner in driving our vision.”