SMS and 21st Century deal closes

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Specialists Marketing Services Inc. announced the close of the 21st Century Marketing acquisition yesterday.

"We are very excited, they have a great group of people working for them," said Lon Mandell, president/CEO of SMS. "There is tremendous synergy, enthusiasm and optimism within the company. We are delighted to bring 21st's highly respected team of professionals into our family and organization. We are looking forward to offering our existing clients several new services including world class multicultural marketing."

The aim of the merge is to strengthen SMS's business-to-business presence and 21st Century Marketing's business-to-consumer presence. The companies expect lay-offs in the human resources, IT and accounting departments, according to Mandel.

Financial details of the deal were not provided.

The current BTB groups of SMS and 21st Century Marketing will be merged under the direction of SMS executive vice president Pete Candito, and operate out of the Farmingdale, NY, facility.

Both organizations offer traditional list management, brokerage and compilation services, as well as alternative media, database marketing, analytics and interactive/digital/e-services.

The merger will not result in any major change to 21st Century Marketing's staff. All of the account service teams and senior management will remain with the merged organization.

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