NICE Corp., an Ogden-based telemarketing concern, has become a division of Matrixx Marketing, a new subsidiary of NICE's parent company, Cincinnati Bell Inc.

NICE, which employs about 2,000 people in Utah, was acquired by Cincinnati Bell in December. The creation of Matrixx is part of Cincinnati Bell's plan to build a full-service telemarketing business, chairman and chief executive D.H. Hibbard said.Cincinnati Bell also owns Telephone Marketing Services, a business-to-business telemarketing concern, while NICE specializes in business-to-consumer marketing via telephone.

"We are staffing Matrixx with marketing professionals whose experience and ability can develop this business into an important contributor to CBI earnings," said David J. Lahey, named president and chief executive of Matrixx.

Seldon O. Young, founder and president of NICE, was named president of the NICE division of Matrixx, and TMS will be headed by James M. McAllister.