DRTV Agency Respond2 Buys MMSI

Direct response television agency Respond2 Communications Inc., Portland, OR, on July 19 acquired Marketing & Media Services Inc.

The deal expands Respond2's Cmedia media planning and buying division to include per-inquiry services. This lets clients pay only for leads generated by their TV spots.

Marketing & Media Services, Warwick, RI, will remain a separate brand within the Respond2 portfolio. Recently promoted president Sally Dickson and Tony Ferranti, Marketing & Media Services senior vice president, will remain in their roles.

The Respond2 divisions include Cmedia, Production West and R2 Entertainment, an entertainment marketing service.