ARM Direct to Consolidate

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BARCELONA, Spain -- ARM Direct, Inc, London, one of the largest direct response television producers in Europe for more than 10 years, said yesterday at the Electronic Retailing Association's European meeting here that it is consolidating its three separate parts into one full-service agency.

The three divisions -- ARM Direct itself, which produces DRTV campaigns; ARM Media, which handles media buying; and ARM Interactive, which provides Web planning, design and implementation -- will now form ARM Direct Group Ltd. The formation of the group marks the United Kingdom's first and only full-service DRTV agency.

"The ARM Direct Group's specialty will be assisting clients right across the DRTV process," said Tony Daniel, managing director at ARM Direct. "From producing a hard-working creative, targeted and cost-effective media buying all the way to call-handling and fulfillment. Combining traditional DRTV with e-commerce solutions is our next challenge. Convergence and the e-commerce revolution can only be good for a group such as ours, which is best-placed to provide companies with a cohesive DRTV creative, media buying and online strategy."

The three parts will work together to provide companies with the ability to create a spot or infomercial, place it and produce the Web site with the express purpose of driving people to the site at the same time as eliciting a call-to-action by telephone, Daniel said.

The ARM Group also announced that its DRTV Web site,, will be online shortly. The site will display the products of ARM's clients as well as its own.

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