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Euro RSCG acquires Tyee

Published on .

Euro RSCG Worldwide, New York, is acquiring a majority stake in infomercial producer Tyee Group, Portland, Ore. The direct response TV agency will be renamed Tyee Euro RSCG and will become part of Euro RSCG's branded marketing services operation, The Sales Machine. "As TV becomes more of a high-bandwidth marketing tool, it is believed that the future of all broadcast advertising will involve a direct response component," said Daniel Morel, CEO of The Sales Machine, which encompasses 76 agencies in 40 countries. "DRTV expertise will be in greater demand as corporate marketers seek out ways to direct-market through electronic media, and Tyee is perfectly positioned to provide clients with effective new-media direct response campaigns." Tyee will continue to be led by President-CEO Spencer Brown. Tyee had 1999 billings of more than $60 million with clients such as GTE Corp., Home Depot, Philips Consumer Electronics and Target Stores.

Copyright February 2000, Crain Communications Inc.

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