Three DRTV Agencies Merge

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Three direct response television agencies announced their merger yesterday, combining creative agency Respond2 and media buying agency Cmedia, both based in Portland, OR, as well as media buying agency ATC Agency Services, Philadelphia. However, a name for the combined agencies has not been selected.


Duplication and production house Production West and entertainment marketing company R2 Entertainment, already affiliated with Respond2 and Cmedia, also are part of the combined enterprise. The Portland and Philadelphia locations will be maintained.


The new agency will have more than $200 million in annual billings and is backed by a capital commitment from private equity firm Lake Capital.


Tim O'Leary has been named CEO of the group and will continue in his role as CEO of Respond2. Michelle Cardinal has been named group president and remains CEO of Cmedia. David Savage and Marilyn Davis, co-founders of ATC, will oversee the Philadelphia office and serve as executive vice presidents of media services.


All senior management and staff are expected to remain in place at each of the companies.


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