Creative Portfolio Marketing


The largest direct-to-consumer marketing firm in North America found itself under increasing pressure to extract more dollars from its large and growing portfolio of non-performing inventory in the United States and Canada. Given the company’s consumer focus, management liked the idea of portfolio sales but remained very concerned about their effect on the company’s image. The company had also tried unsuccessfully to sell debt in Canada in the past. The agency hired Runci Group

Plan of Attack

We divided the assignment up into the following key elements:

  • Identifying available inventory in both US and Canada
  • Identifying strong potential purchasers based on a score card of key attributes defined by Seller
  • Redrafted the Seller’s Purchase and Sales Agreement to better address key business and legal points
  • Constructed comprehensive RFB (Request for Bid) package to better inform potential Purchasers of relevant portfolio information and insure a smooth transaction


In the US, we improved the Seller’s sale price over 35% from prior sales by instituting a competitive bid process. We also added 3 new smaller buyers to the Seller’s stable to better diversify their buyer pool. In Canada, we successfully structured two small initial portfolio sales and are working on follow up sales with each currently.