Lake Capital Sells Hyper Marketing to Alliance Data

  Lake Capital Sells Hyper Marketing to Alliance Data

Business Wire

CHICAGO -- December 03, 2012

Hyper Marketing Inc. (HMI), an integrated performance marketing agency network
and portfolio company of Lake Capital Partners II, has been acquired by
Alliance Data Systems Corporation, as previously announced on November 9,

HMI partners with leading brands to deliver measurable, tangible and
accountable business results. It provides clients with a comprehensive
offering built around digital marketing, direct marketing, data, promotions,
shopper marketing, Hispanic marketing, and media buying and planning.

Lake Capital launched the HMI initiative with the 2006 acquisition of Haggin
Marketing. Lake Capital and management collaborated to build HMI through
acquisitions and organic growth into a full-service, multi-channel integrated
marketing agency. HMI is headquartered in the San Francisco Bay Area, with
offices in Chicago, Atlanta, and Albany, New York.

“Lake Capital was delighted to work closely with management to build HMI, a
world-class, client-focused enterprise. This initiative represents well our
firm's mission to partner with entrepreneurs and management teams to build
leading service-based companies through strategically-directed organic and
acquisition-enhanced growth. We thank and congratulate the HMI team and
Alliance Data, and look forward to their continuing success,” said Lake
Capital co-founder Terry Graunke.

“The sale of Hyper Marketing to Alliance Data is the culmination of a truly
collaborative partnership with the team at Lake Capital. Lake brought a deep
operational understanding of the marketing services space and a desire to
invest in strategic growth that enabled the Hyper Marketing team to build the
first ever holding company in transactional marketing and the largest
independent marketing services agency in the U.S.,” said HMI CEO Zain Raj.

About Lake Capital

Lake Capital is a private equity firm that focuses on investments in
service-based enterprises. The firm currently manages more than $1 billion in
equity commitments and seeks to build leading services companies through
organic and acquisition-enhanced growth. More information about Lake Capital
is available at

About Hyper Marketing

Hyper Marketing is a global company and the largest independent
marketing-services network in North America. The Company has 1,100 employees
in 23 offices, with expertise in digital marketing, direct marketing, data,
promotions, shopper marketing, Hispanic marketing, and media buying and
planning. HMI focuses on driving transactions by responding to changing
consumer behavior in a hyper-connected world. HMI companies partner with CMO's
of many of the world's best known brands including Dell, eBay, Kellogg's,
Office Depot, The Home Depot and Unilever to develop integrated programs that
deliver profitable results. More information about Hyper Marketing is
available at

About Alliance Data

Alliance Data (NYSE: ADS) and its combined businesses is North America’s
largest and most comprehensive provider of transaction-based, data-driven
marketing and loyalty solutions serving large, consumer-based industries. The
Company creates and deploys customized solutions, enhancing the critical
customer marketing experience; the result is measurably changing consumer
behavior while driving business growth and profitability for some of today’s
most recognizable brands. Alliance Data helps its clients create and increase
customer loyalty through solutions that engage millions of customers each day
across multiple touch points using traditional, digital, mobile and other
emerging technologies. Headquartered in Dallas, Alliance employs nearly 9,000
associates at more than 50 locations worldwide. More information about
Alliance is available at


Lake Capital
Bill Sommerschield, 312-640-7050
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