Advanced Results Marketing, a media planning and buying agency specializing in short-form DRTV, announced Friday that it will merge with Mercury Media, a California-based buyer of media for longer ad spots.
The pair will create a new holding company, Mercury Media Holdings. Mercury founders Dan Danielson and John Cabrinha will serve as co-chairmen of MMH, while Mercury president Steve Nober will become CEO of the new company. ARM president Beth Vendice will hold that title for the ARM division within MMH.
The companies said the new holding company would be the country’s largest independent direct-response media agency. The new entity will be able to offer advertisers long-form infomercials and short TV ads, along with traditional advertising channels such as print and radio.
Financing for the merger was provided by Eos partners, a New York-based private equity firm.
Network
