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North Plains, Still Reinventing Itself, Acquires MRM Vendor VYRE

Continuing a buying spree that is helping to shape its new identity, creative asset management vendor North Plains has announced its purchase of VYRE, a provider of marketing resource management and brand asset management software.

The companies said the purchase will allow their customers to more effectively create, manage and share rich media by bringing together the creative and marketing processes. VYRE offers marketing resource management solutions through its software-as-a-service On Brand management of brand guidelines, brand assets and creative workflows, and Unify, a web-based marketing application platform.

The New North Plains

Last month, the Toronto-based North Plains launched a complete corporate rebranding of itself, with a new mission, visual identify, logo and website. The makeover followed the arrival of a new President and CEO in January, James Christopher, and a self-assessment by the company that it should reinvigorate its flexibility and reinvent its approach to its customers.

Eric Courville, North Plains Director of Marketing and Strategic Alliances, told CMSWire.com in November that the corporate assessment looked at the “extreme pressure” customers were under to do “more with less, and do it faster,” with many more channels, more collaborators, and more variations for local needs or viewer personas.

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Eric Courville, North Plains Director of Marketing and Strategic Alliances, told CMSWire.com in November that the corporate assessment looked at the “extreme pressure” customers were under to do “more with less, and do it faster,” with many more channels, more collaborators, and more variations for local needs or viewer personas.

As part of its effort to recast itself, in April North Plains acquired Xinet, a provider of file-based management of work-in-progress visual content for agencies and publishers, as a complement to the company’s other major product, Telescope, which provides visual content management.

Christopher recently told CMSWire.com that North Plains started its assessment of customer needs from the perspective of “tools that people use for rich media products and for solving the problems” users have, while other companies start “from the perspective of resources.”

Faster Time to Market

He noted that customers often have had to work with “multiple single point providers” in their management of rich media production and marketing. Now, he said, the integration of VYRE’s product line with North Plain’s will offer a full solution for creative lifecycle management.

This new family of solutions, Christopher said, offers Xinet for the creation and production of assets, Telescope for management of those assets, and Unify for their distribution.

By combining their organizations, North Plains is also looking to offer “best of breed” in each product category and, VYRE CEO Andy Peters noted, they now have “a greater global footprint” for the growing world market.

On the technical side, there will eventually be a deeper integration — “interoperability out of the box,” according to Christopher — between the components needed for creation, production, management and distribution. He noted that North Plains’ growing suite can now offer “maximum agility in a marketing campaign in the shortest amount of time,” which means a much faster time to market.

Time to market, added Peters, “is linked to relevancy,” since, in the modern media landscape, campaigns need to approach the ability to operate in real-time in order to respond to opportunities and conditions.

Terms of the deal were not announced.

 
 
 
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