Live From London: Abacus To Add France And Germany

Posted on by Chief Marketer Staff

Following a U.K. launch that was twice as successful as anticipated, Broomfield, CO-based Abacus Direct will expand its European catalog co-op file into France and Germany this summer.

Laurie Troost, client acquisition director, said yesterday that following the January 1999 U.K. launch, Abacus expected to have about 40 U.K. catalogers signed on by the end of 1999. Ninety-six currently participate.

“(The U.K.) has really embraced the concept” of a consumer catalog co-op file, she said, noting that the once traditional European resistance to data sharing seem to have dissipated.

In the U.S., Abacus has 1,600 member companies. Abacus’ French headquarters will be in Lille; the German base has yet to be decided.

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