Euro RSCG Buys Maximum Coverage Media, Will Pair It With Tyee

Share this article:
Global advertising agency Euro RSCG Marketing Services has bought a majority interest in direct response television firm Maximum Coverage Media for an undisclosed sum.


San Diego-based Maximum Coverage Media will be renamed Euro RSCG MCM and will be partnered with Tyee Euro RSCG, another DRTV company purchased by Euro RSCG Marketing Services in January 2000.


The two DRTV companies are projected to have combined billings of about $150 million in 2002, and the parent company expects them to be the largest provider of long-form television advertising in the United States, according to a statement from Euro RSCG Marketing Services.


Euro RSCG MCM specializes in media planning and buying, while Tyee Euro is focused on DRTV research, creative services and production. Their strengths are expected to complement each other, said Euro RSCG Marketing Services, New York.


The two firms spent a combined $1 billion on media purchases for long- and short-form DRTV advertising during the past decade.


Share this article:

Sign up to our newsletters

Follow us on Twitter @dmnews

Latest Jobs:

More in Agency

Unleashing the True Power of the Customer

Unleashing the True Power of the Customer

Retailers who harness customer loyalty program data can create a customer-centric competitive advantage.

News Byte: Gartner Retail Expert Joins eCommera as CMO

News Byte: Gartner Retail Expert Joins eCommera as ...

Kevin Sterneckert brings a wealth of knowledge and experience to eCommera.

News Byte: SapientNitro Acquires Campfire; Will Go to Bat for Red Sox

News Byte: SapientNitro Acquires Campfire; Will Go to ...

The Sapient unit aims to up its storytelling acumen by teaming up with Campfire, something that will aid a new partnership with the Boston Red Sox.