The "strategic partnership" with Equifax will throw open "vast data sources for multi-channel, multi-staged campaigns", according to Communisis chief executive Andy Blundell.

"They have data capability and scale," he said. "It's the chess-board scenario: they have squares covered, so have we. Together, that's a powerful partnership."

Both firms have worked together in the past and Blundell insisted the move was not a prelude to a merger or takeover.

It was something "a bit more formal, with a bit more scale behind it" than the former, looser set-up, he claimed.

Executive director Alistair Blaxill said: "By working with Equifax, we can offer expertise to customers across numerous sectors."

Jim Broom, strategic client director at Equifax, added: "Our complete database service will help clients make the most of their marketing effectiveness and spend.

"It isn't just about pooling disparate data. The collaboration will bring together a collective team of experts and complementary skills."

Communisis said the combined information from their databases would push up levels of sophistication with personalisation.

The two companies have worked together for several years, but formalised their relationship when more of their clients needed fresh approaches to targeted marketing.