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Maximum Coverage Media to Be Folded Into Marketing Services Network

By Published on .

CHICAGO (AdAge.com) -- Euro RSCG Worldwide is expanding its direct-response TV capabilities with the acquisition of a majority stake in Maximum Coverage Media, a San Diego-based direct-response TV media-buying agency.

The media shop will be renamed Euro RSCG MCM and become part of the global Euro RSCG Marketing Services network, which also includes direct-response TV specialist Tyee Euro RSCG, Portland, Ore.

Euro RSCG is part of Havas Advertising.

MCM, headed by co-founder Steve Netzley, who will be president-CEO of the renamed company, reported $85 million in media billings in 2001.

Euro RSCG estimates the combined capabilities of MCM and Tyee will generate $150 million in billings for the network in 2002.

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