Consolidating Displays
P-O-P manufacturer Advertising Display Co., Lyndhurst, NJ, was acquired by Heritage Marketing Corp., a self-described industry consolidator run by former Actmedia ceo Wayne LoCurto.
Founded in 1958, Advertising Display Co. has annual sales in the $100-million range and manufacturing plants in New Jersey, Ohio, Tennessee, and New Hampshire. Customers for its promotional and permanent in-store displays include Brown & Williamson Tobacco, Gillette Co., Smith-Kline Beecham, and Procter & Gamble.
ADC will be run by chief financial officer Michael Wezel and national sales manager Vincent Butta, who were named co-presidents. Owners Phil and Steve Marks officially retired at the close of the deal, says Butta.
With the backing of Heritage, ADC hopes to expand into a “full-service” operation offering merchandising consultation, packaging development, display design and management, and fulfillment. The company hopes to double sales within three years through acquisition and internal growth, says Butta. “Any in-store related business would make sense for us. But the first few steps will be within our own industry,” he says of acquisition plans.
LoCurto formed Heritage Marketing with financial backing from investment fund Hoak Communication Partners in June 1998, less than a year after being dismissed when News America Marketing acquired Actmedia in fall 1997. Heritage also owns Baltimore-based cosmetic sampler Color Prelude Inc.
Procter & Gamble, Cincinnati, announced a marketing deal with Tupperware Corp., Orlando, FL, through which P&G brands will be promoted at Tupperware parties. The alliance formalizes a long-standing relationship between the partners. P&G piloted the strategy this summer before the general-market launch of its Swiffer electrostatic dust mop in the U.S. and Europe. P&G gave a free Swiffer sweeper to Tupperware party hosts, and added a container for Swiffer cover refills to its product line.
Syracuse, NY-based Eric Mower and Associates announced a merger with neighbor ad agency Smith Advertising Group. Smith has capitalized billings of about $10 million and a staff of 13, at least eight of whom will make the transition to Mower. Agency president Terry Smith, who was a Mower vp in the mid-1980s, will become a partner and management supervisor. Mower acquired Buffalo, NY, ad boutique Mitchell, DeTine & Neiler and its $8 million in billings earlier this year. It also opened an Atlanta office to handle growth in its largest account, Eastman Kodak Co. The company had $117 million in billings and $17.5 million in net revenue in 1998, placing it 32nd on the promo 100.
New Britain, CT-based Driver Connection and The Big Picture, Boston, have joined forces to launch Corporate Motorsports, an agency dedicated to assisting companies with race-team sponsorships.
The agency will offer strategic marketing, promotions, and media relations.
