Marketing service firms produced a record $4.77 billion in strategic deals in the last half of 1998, according to Winterberry Group, Inc., a Manorville, NY, investment banking firm. There were 188 mergers, acquisitions and investment transactions, 104 in the last quarter alone.
Teleservice companies topped the roster in terms of dollar volume, producing 19 deals with a value of $1.4 billion. General agencies were next, with 42 deals worth $1.2 billion.
Although database companies produced only 16 transactions, these generated $423.4 million. Direct response agencies conducted 28 deals valued at $417 million. Promotional service companies weighed in with 12 deals totaling $422 million.
The industry percentages were similar in the fourth quarter, for which a total transaction volume of $2.6 billion was reported.
Network
