Lyris Takes Majority Stake in Cogent Online

US-based online market specialist Lyris has acquired a majority stake in Sydney, Australia-based Cogent Online, which offers e-mail direct marketing, cost-per-response advertising, market research and behavioural analysis, and marketing technologies. Terms were not disclosed.

Lyris first invested in online marketing specialist Cogent in 2010 to fuel growth in Australia. As part of the latest deal, Cogent Online co-founder Adrian Saunders (pictured) has been named General Manager and Senior Vice President of Lyris APAC, in charge of sales, operations and management for the region.

Wolfgang Maasberg, CEO of Lyris, says that the acquisition 'marks an important step', following his firm's establishment of regional headquarters in both Europe and Latin America.

'Cogent was the perfect complement to expand our footprint in Asia-Pacific,' states Maasberg. 'Additionally, we are pleased that Adrian Saunders has assumed this leadership role. He has a deep understanding of the APAC market and is a seasoned, well-respected digital leader, which will enable us to accelerate sales activities in the region.'

Web sites: www.lyris.com and www.cogentads.com .