London-based data bureau The REaD Group has become the sole owner of direct mail database management service Meta-Morphix, after buying out co-owner Tri-Direct’s 50 per cent stake in the business.

London-based data bureau The REaD Group has become the sole owner of direct mail database management service Meta-Morphix, after buying out co-owner Tri-Direct’s 50 per cent stake in the business.

Mark Roy, CEO of The REaD Group, said the move was driven by REaD’s ambition to become “the UK’s leading data asset management company.

“The opportunity to acquire total ownership of these assets and to improve alignment with REaD’s data management capabilities will both improve the Group’s reach and enable us to offer clients a more holistic approach to data consultancy and product offerings over coming years.”

Meta-Morphix’s managing director Rob Salmon will stay with the business, as will head of operations Rupert Tomalin and head of IT, Andy Walton. 



Salmon says: “On one hand this might be seen as big news in direct marketing circles, but on the other it’s essentially a case of business as usual. Meta-Morphix has always had total operational and financial independence from its investors, so REaD’s acquisition of Tri-Direct’s 50 per cent shareholding simply consolidates an already longstanding and mutually beneficial association.”