Snyder Communications, Inc. last month officially launched Bounty SCA Worldwide, a division that organizes the numerous marketing services businesses it has acquired over the last few years.
Bounty is a targeted marketing company offering insights into different consumer audiences, then deploying the services and tactics necessary to reach them. “We are structured by consumer audience,” from new mothers to teens to active seniors, says Bounty ceo Steve Kaplan.
In building a revenue base of $200 million and a headcount of 1,300, Snyder has acquired a roster of tactical clout ranging from American Student List, a compiler of names in the teen and college markets, to Media Syndication Global, which brokers space in billing-statement envelopes.
Those two operations are among the companies Bethesda, MD-based Snyder has organized into the four service areas that make up Bounty: consumer marketing, data, media solutions, and logistics and fulfillment.
“We are selling insight. We have a full-service market research department,” says Kaplan, who became a Snyder employee in 1997 when the company bought his Sampling Corp. of America. That business now supplies the SCA in Bounty’s name; Bounty refers to the British new-moms marketing specialist, another recent Snyder acquisition.
Snyder’s efforts in organizing Bounty SCA may benefit some other owner: The company announced in early January that it would pursue a possible sale (see Deals).
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