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MOSAIC MARKETING ACQUIRED BY FIRM IN NEW YORK CITY

Mosaic Marketing, a Williamsville direct marketing agency, has been acquired by New York City-based Hawkeye Communications.

Mosaic, which specializes in customer communications for the financial services industry, came to Hawkeye's attention because of its reputation as "best in class" for its strategic, creative and executional work, according to G. Stephen Dapper, Hawkeye's chief executive officer.

"Mosaic has a great roster of clients, a top team of professionals and tremendous momentum in the marketplace. We are thrilled to welcome them into the Hawkeye family," Dapper said.

Neither Hawkeye, nor Mosaic disclosed the purchase price. Mosaic, which was founded in 1994 by former Goldome Savings Bank communications director Sharon Edelman and Antoinette Dauber, a former college professor and Renaissance literature scholar, will retain its name and local operation. Dauber said the new ties to Hawkeye will have no negative impact on the firm's 16-member staff, but will give the small company more clout.

"We'll have access to more resources than we've ever had before, which is exciting for our staff and our clients. We now have a network of partners to reach out to," Dauber said.

Mosaic Marketing is nationally recognized for its success in communicating with bank customers about change -- including mergers, account repricing, branch consolidations, name changes and other complex, sensitive consumer issues. The company, which had $12.5 million in billed revenues in 1998, has a high-profile client list which includes Wells Fargo & Co., which this year merged with Norwest Corp. in the nation's third largest bank merger.

The Wells Fargo/Norwest assignment involves communicating with some 15 million customers of the newly-merged banks.

The barely year-old Hawkeye has been on an acquisition blitz in recent months as it attempts to grow itself into one of the nation's premier integrated marketing services companies. It's goal is to create a network of top-notch, specialized marketing companies serving a variety of industries.

In addition to Mosaic, other Hawkeye firms include: Cadmus Direct, a leading direct marketing agency which specializes in loyalty programs; Triplefin, a customer care and logistics company; Creative Communications of America, an Albany-based marketing firm whose forte is college recruitment programs, and The Marketing Continuum, a promotions agency located in Dallas.

Hawkeye is headed by Dapper, former chairman and chief executive officer of Rapp Collins Worldwide, and Ronnie Cohen, former president of AyerDirect, in partnership with GTCR, a Chicago-based equity firm.

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