Guthy-Renker, a direct response television company, has acquired Lieberman Productions, a marketing and direct response television production company. The deal is expected to close on Dec. 31.
After it is final, Lieberman CEO Lenny Lieberman will join the ownership group at Guthy-Renker and will be appointed to the company’s Board of Directors.
“We hope that the deal will collapse barriers between two independent companies so that we can work together to build brands faster and more profitably,” said Guthy-Renker principal Greg Renker, in a statement.
Lenny Lieberman will remain CEO of Lieberman Productions. Lynn Pearson, the company’s top executive producer, has been named president, and Mick Diener, who produced many of Guthy-Renker’s shows, has been elevated to chief creative officer.
San Francisco-based Lieberman has worked closely with Guthy-Renker during the past 20 years. Growth plans include expanding in the international market, as well as maintaining an aggressive production schedule. Guthy-Renker generates $1.5 billion in sales annually.
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