• by Gavin O'Malley  @mp_gavin, May 28, 2008

Washington-based digital marketing agency FaceTime Strategy, LLC has acquired the Dallas, Texas-based direct marketing firm Concise Marketing Solutions. Terms of the deal were not disclosed.

Todd Mason, chief executive of the Mason Media Group holding company, launched FaceTime Strategy in December to take advantage of the growth in socially driven digital marketing.

FaceTime Strategy--not to be confused with FaceTime Communications, in Foster City, Calif., which makes instant messaging monitoring software--combines viral and social marketing strategies with traditional distribution channels like print and broadcast.

"Our strategy is to use traditional channels like television and direct response marketing and print to drive consumers online where we can quantify campaign engagement," Mason said.

Concise Marketing--a direct-response shop with 14 employees specializing in the retail, health and travel categories--is the first of many acquisitions that Mason has planned to establish FaceTime in key national markets.

Mason is presently shopping for specialist agencies in New York City, Charlotte, N.C., Denver, Chicago, Los Angeles, and Atlanta. "We're looking to acquire six agencies in key markets with a strong history of success, the ability to attract talent, and new practice groups and services," Mason said.

The goal is to grow FaceTime's revenue from $15 million this year to $150 million in three years, according to Mason. He hopes to close two more acquisitions by the end of the year.

The entire Concise creative and technical team is joining FaceTime, along with Scott Dinsmore, who founded the company back in 1991.

"This is a natural fit," Dinsmore said. "We share the same philosophy of providing quantifiable results."