Funnel will create and manage lead generation campaigns with an emphasis on sourcing high volume, real time consumer leads.
Peter Bell, the former head of online lead generation at Acxiom, and Steve Cox, Acxiom's former head of lead generation and email marketing, are joint managing directors of Funnel.
Mark Roy, REaD Group's chief executive, said there was "massive potential" for lead generation marketing in the UK.
Bell added: "The appeal of lead marketing lies in its capacity to combine the power of the internet with tried-and-tested DM practices... we can deliver accurate, opted-in consumer leads both in real time and in a 100 per cent transparent environment."
Funnel will be based at REaD's London Bridge office alongside REaD Group units meta-morphix and Scientia Data, the lifestyle data arm founded by REaD last year.
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