Press
Toronto, February 27, 2008
Pareto Strengthens Online Marketing Capability
Strategic alliance allows clients to access growing opportunity
of social media websites
Pareto Corporation (TSX: PTO), a leading marketing services company, has formed
a strategic alliance with Ontogenix Inc., a technology company that has the potential
to improve its clients’ ability to market effectively to one of the fastest growing
segments of internet users. Pareto will offer a service using Ontogenix Inc.’s proprietary
technology to place ads on social media websites in a manner that dramatically improves
response rates.
“The use of social media sites is growing exponentially and traditional marketing
tools, including traditional web advertising, are not always effective in reaching
the important demographic groups that frequent those sites. By matching the right
ad with the right individual, we can help our clients better connect with their
target consumers, much like we already do with tools like customized direct mail,”
said Kerry Shapansky, Pareto’s President and Chief Executive Officer. “Pareto’s
service delivery has always been supported by a sophisticated technology backbone
such as database segmentation techniques or web-based client interfaces. This expansion
of our service offering marks a logical extension into a customer-facing online
marketing presence.”
Pareto has also made a strategic investment in Ontogenix and will fund the investment
out of existing cash resources. GrowthWorks Commercialization Fund has also invested
in Ontogenix. GrowthWorks* is a recognized leader in the Canadian retail venture
capital industry.
“We are very pleased to forge this strategic partnership as we prepare to commercialize
our technology. Through its existing client base Pareto has access to a solid roster
of blue chip marketers,” said Chetan Mathur, Chairman of Ontogenix Inc. “At Ontogenix,
we believe that the user generated content explosion is disrupting the online advertising
industry and that fundamentally new technology and business models are required
to solve the equation. Our goal is to help companies market more effectively in
the online social media space.
* GrowthWorks refers to affiliates of GrowthWorks Ltd. and includes: GrowthWorks
Capital Ltd, manager of the Working Opportunity Fund (EVCC) Ltd.; GrowthWorks WV
Management Ltd., manager of GrowthWorks Canadian Fund Ltd. and GrowthWorks Commercialization
Fund Ltd.; and GrowthWorks Atlantic Ltd., manager of GrowthWorks Atlantic Venture
Fund Ltd. and ENSIS Management Inc., manager of ENSIS Growth Fund Inc. GrowthWorks
is a registered trademark of GrowthWorks Capital Ltd. ENSIS is a registered trademark
of ENSIS Capital Corporation.
Pareto Corporation is a marketing services company that offers marketing execution
solutions to leading companies in a broad range of industry sectors. Pareto provides
measurable, quantifiable services that complement our clients’ marketing and sales
departments.
For further information, contact:
Kerry Shapansky, President and Chief Executive Officer, Pareto Corporation, (416)
790-2350
Karen Trudell, Chief Financial Officer, Pareto Corporation, (416) 790-2360
Jeff Codispodi, Investor Relations, Equicom Group, (416) 815-0700 ext 261
This press release contains forward-looking statements related to expected future
events and financial operating results of Pareto that involve risks and uncertainties.
Actual results may differ materially from management expectations as projected in
such forward-looking statements for a variety of reasons, including market and general
economic conditions and the risks and uncertainties detailed from time to time in
Pareto’s SEDAR filings.
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