North Plains Acquires VYRE – UPDATE

North Plains Systems Inc., a Toronto-based marketing company, has acquired VYRE, Inc., a U.K.-based maker of marketing resource management and brand asset management software. Terms of the deal were not disclosed.  UPDATE: North Plains is a portfolio company of Accel-KKR LLC, a technology-focused private equity firm based in Menlo Park, California.  Accel-KKR first invested in North Plains in 2011.


North Plains, the leader in helping companies leverage their visual media assets, announced today it has acquired VYRE, a UK-based leading provider of marketing resource management (MRM) and brand asset management (BAM) software. This acquisition will enable North Plains and VYRE customers to optimize the entire creative marketing lifecycle to more effectively create, manage and share rich media, improving marketing agility and profitability.

“This acquisition continues our rigorous focus on enabling North Plains customers to better connect and engage with their target audience by unleashing the power of their visual media,” said James Christopher, President and CEO, North Plains. “We’re fortunate enough to work with some of the most innovative brands in the world, helping them to create brand value and drive business growth.”

Global marketing professionals and brand stewards commonly face the challenge of managing a growing number of campaigns and visual assets, including images, videos and graphics, across a vast array of media channels. By combining North Plains’ comprehensive creative asset lifecycle management offerings with VYRE’s solutions, North Plains will help its customers to meet these new marketing demands, by bringing together the creative and marketing processes onto one platform. This approach reduces time-to-market and ensures brand consistency and compliance.

VYRE’s solutions include On Brand, a software-as-a-service (SaaS) solution that provides management of brand guidelines, brand assets and creative workflows, and Unify, a dynamic web-based marketing application platform.

According to Mukul Krishna, Global Director of Digital Media at Frost & Sullivan, “Our research shows that DAM deployments within the enterprise are most prevalent for the marketing function as digital marketing has gathered a lot of speed over the past couple of years. However, marketers still need to ensure the highest possibility of success for their marketing campaigns going beyond managing their branded IP to automating workflows, approvals, effective campaign management and simplifying web-to-print for local customization while maintaining brand integrity. The marriage of DAM and Marketing Process Optimization Solutions such as VYRE’s MRM in such a scenario is natural and essential. North Plains’ acquisition of VYRE is a strong step in the right direction.”

“As users of Xinet and VYRE technologies, the potential for substantial return from the interoperability between the solutions and the opportunity to work with a single partner is tremendous,” said Omar Tunio from Lowe & Partners Worldwide. “These technologies combined provide more freedom for our creative team to produce great work.”

North Plains will host a webinar on December 18th to present and demo On Brand and Unify from VYRE. You can register for the webinar at

For more details regarding the acquisition, as well as North Plains and VYRE products and services, please visit and

About North Plains

North Plains is recognized as the world leader in helping companies effectively leverage their visual media content including images, photos, videos, 3D designs, and others to maximize market success. Providing a complete array of products, services and solutions, North Plains is uniquely positioned to help corporate marketers, advertisers, content creators, and publishers to be more agile in the creative development process, and in the management and distribution of marketing and brand communications. Since 1994, North Plains has helped its customers stay ahead of their rapidly changing marketing needs by expanding and evolving its suite of offerings to include Digital Asset Management (DAM), Marketing Resources Management (MRM), Creative Workflow and more. With offices in Canada, USA and Europe, North Plains counts many of the world’s leading companies and brands among its 1,400+ clients and 1,000,000+ users. For more information, please visit

About VYRE

VYRE marketing resource management solutions protect hundreds of global brands by delivering brand consistency, greater transparency of processes and improved time to market. VYRE’s web-based solutions are built on the award winning VYRE Unify marketing application platform and are available bespoke or out of the box, licensed or provided as a service. In May 2011 VYRE launched its, out of the box modular suite: On Brand. By drawing on the years of experience gained from managing some of the worlds leading brands, such as Diageo, Nokia, Shell and Virgin Holidays, the On Brand suite of modules from VYRE sets high standards in the Brand Asset Management space.