Equifax Buys Database Marketing Specialist

ATLANTA Credit report provider Equifax said it has purchased BeNow, a database marketing concern.

BeNow will become part of Atlanta-based Equifax’s marketing services group. Brad Neuenhaus, BeNow’s CEO, will become a senior vice president at Equifax reporting to Owen Flynn, group executive and director of the marketing services division.

BeNow’s 60 employees will continue to work out of the firm’s offices in Wakefield, Mass. No job cuts are expected, an Equifax representative said.

BeNow designs and manages databases to improve direct marketing efforts. The company’s existing clients include General Motors, Four Seasons Hotels and Resorts, Hammacher Schlemmer, Tower Records and MetLife.

“This acquisition provides Equifax with yet another important component to our industry-leading marketing services capabilities,” said Tom Chapman, chairman and CEO of Equifax. “Combining Equifax’s resources with BeNow’s industry expertise and technologies make this an ideal fit for our company.”

Equifax’s marketing services group generated $236 million in revenue last year, almost 20 percent of the company’s $1.3 billion in overall revenue for the year.

Terms of the acquisition were not disclosed.