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Riverside Co. Acquires Centiv Services

The Riverside Co. has acquired Chicago-based marketing company Centiv Services. Terms of the deal were not released. Formed in 2001, Centiv provides a marketing automation platform designed to help businesses develop customized, local marketing campaigns that can be designed, produced and fulfilled with short turnaround times.

The Riverside Company has acquired Centiv Services, LLC, a Chicago-based marketing services company.

Centiv offers a comprehensive marketing automation platform that provides tools to develop customized, local marketing campaigns that can be designed, produced and fulfilled with short turnaround times. Centiv’s sophisticated solution combines front-end marketing resource management software with digital print production capabilities to provide an integrated service offering that takes campaigns from conception through execution and fulfillment. The company helps clients maintain brand consistency while tailoring campaigns for local audiences and solving complex marketing challenges. Centiv’s end-to-end solution drives results and ensures its clients receive a high return on their marketing investment. The company’s effectiveness has been embraced by a number of Fortune 500 clients, and Centiv has earned a leadership position in the alcohol and beverage industries.

Centiv’s solution allows distributed marketers to customize local advertising content across a variety of mediums to include in-store point-of-purchase advertising and promotional materials, print ads, sales collateral, coupons, and direct mail. Centiv also has a broad suite of cross media campaign management capabilities such as mobile advertising, e-mail, social media, and the incorporation of QR codes and PURLs allowing consumers to directly access customized micro-sites.

“In an increasingly cluttered and competitive marketing landscape, Centiv sets itself apart with its speed, extensive capabilities, and unique value proposition,” said Riverside Managing Partner Loren Schlachet. “Centiv is a one-stop shop that can design and execute fully integrated and localized marketing campaigns for companies of all sizes. And they do it very cost-effectively.”

In addition to its headquarters, Centiv has production facilities in Chicago and Clifton, New Jersey. The company also supports 60 satellite offices, and has more than 300 employees. Centiv was founded in 2001.

“Local marketing is becoming more and more prominent,” said Riverside Principal Alan Peyrat. “And Centiv is on the cutting edge of that movement. Because Centiv’s technology and production capabilities are integrated, customers can easily and accurately execute localized marketing for almost any type of campaign. Its innovation and first-mover advantage should benefit us as we look to expand its client base and capabilities.”

The Centiv transaction is the 14th software industry acquisition in Riverside’s history. Though Riverside is a generalist investor, it has developed expertise in select industries after considerable experience. Along with software, these include healthcare, education & training and franchising. Centiv is Riverside’s 18th acquisition of 2011.

Working with Schlachet and Peyrat on the transaction for Riverside were Marques Martin, Associate; Brad Resnick, Associate; Tim Thacher, Analyst and MaryAnne McLaren, RMCF Finance Director. Associate Director Amy Margolis of the global Origination team sourced this investment.

Jones Day advised Riverside on the deal, while Deerpath Capital Management provided financing. TM Capital Corp. and Reinhart Boerner Van Deuren s.c. represented Centiv.

The Riverside Company
The Riverside Company is a global private equity firm focused on acquiring growing enterprises valued at up to $200 million (€200 million in Europe). The firm partners with strong management teams and enhances its investments through acquisitions and organic growth. Since its founding in 1988, Riverside has invested in more than 260 transactions with a total enterprise value of more than $5.8 billion/€4.7 billion. The firm’s portfolio in North America, Europe and the Asia-Pacific region includes more than 75 companies with roughly 13,000 employees. Riverside completes acquisitions smoothly thanks to $3.2 billion/€2.4 billion in assets under management, more than 200 professionals in 19 offices, and longstanding relationships with partner lenders.