• by Amy Corr , April 11, 2007

Mercury Media and Advanced Results Marketing, two direct-response media companies, are merging to create an agency with gross billings of more than $350 million. The companies will create a newly formed entity called Mercury Media Holdings.

Mercury founders Dan Danielson and John Cabrinha will be co-chairmen of Mercury Media Holdings. Steve Nober of Mercury is now the CEO of MMH.

The long-form, short-form and traditional media divisions will continue to operate independently in existing California, Massachusetts and Arizona locations. Danielson and Cabrinha will continue to run Mercury Media, and Beth Vendice will remain as divisional president of ARM.

"The merger of Mercury and ARM creates a fully-integrated solution that will attract even more marquis clients and mainstream attention to direct-response advertising," said Vendice. "It validates its importance to a range of advertisers and brands."

Vendice said combining capabilities would enhance the agency's media planning and buying power and strong media relationships. The merger allows MMH "to deliver additional value-added services to our combined client base."

Mercury clients include Modern Media and Cuisinart. ARM counts Carvel Vegas.com as clients.