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True North, C3 Online Marketing to merge

True North of Mississauga and C3 Online Marketing are preparing to merge into a single company. The two firms have signed a non-binding letter of intent to combine their businesses. Under the terms of the letter, the merger would take place through a share exchange that would leave True North’s shareholders with a 60% stake in the combined company and C3 shareholders with a 40% stake. The companies expect to complete the transaction by June 30, subject to approvals. True North’s services include marketing communications, event marketing, sales channel marketing, merchandising, distribution and fulfillment. C3 specializes in Web development and online promotions, contests, surveys and loyalty programs. “By combining True North’s deep, brand-rich client relationships and marketing know-how with C3’s proprietary software solutions and technological savvy, the new organization will supply multi-channel marketing services across the entire marketing services value chain,” said True North president and CEO Mark Anthony. Clients of the combined firm will include Ford, Coca-Cola, Danone, Novopharm, Oxford Properties, Maple Leaf Sports and Entertainment, Loblaws and the National Basketball Association.

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