Respond2 Communications Inc., the nation’s largest independent full-service agency in direct-response television (DRTV), Wednesday announced its acquisition of Marketing & Media Services Inc.
The Warwick agency will remain a separate brand within the Respond2 portfolio, the July 19 news release said, offering per-inquiry DRTV advertising – the television equivalent of cost-per-acquisition advertising on the Internet – and expanding the capabilities of Respond2’s media planning and buying division, Cmedia.
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“MMSI’s expansive expertise in per-inquiry advertising … is a perfect fit for our growth plans as an agency,” said Cmedia’s founder and chief executive officer, Michelle Cardinal.
Founded in 1985, MMSI already serves some of the nation’s largest per-inquiry (PI) clients, who pay only for the leads generated by their TV spots. The agency credits its growth over the past year to the promotions of Sally Dickson to president and Tony Ferranti to senior vice president; both are to remain in their current roles.
“We are excited to become part of Respond2 Communications and gain access to the talents and resources the full-service agency has to offer, including creative, production and duplication services,” Dickson said in a statement. “Moreover, we are eager to work with Cmedia to provide the best of both worlds: risk-free media and traditional program-placement services.”
Respond2 Communications is based in Portland, Ore., with offices in Philadelphia and Billings, Mont. It includes not only Cmedia, but also creative agencies Respond2 and Production West and entertainment agency R2 Entertainment.
