Lock Joins Database Firm Hill, Holliday Executive Buys Into Applied Metrix

BOSTON-Three highly specialized executives who helped build Hill, Holliday Direct have left to form a consulting company.
Martin Lock is the most recent direct marketing executive to jump from the unit of Hill, Holliday, Connors, Cosmopulos he was tapped to run six years ago. Lock joined former Hill, Holliday Direct executives Chuck Barrs and Peter Taves at a startup company in Sherborn, Mass., that specializes in database mining. Called Applied Metrix, its aim is to use databases to help its clients lower the cost of finding and retaining customers.
Barrs joined Hill, Holliday Direct two years ago when the Boston agency bought out The MSP Group, a database marketing company in Framingham, Mass.,