DRTV agencies merge to create large agency

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Portland, Ore.—Three direct response agencies have joined together to create a direct response TV agency with more than $200 million in billings.

The merger combines Respond2, a creative direct response TV agency; Cmedia, a media buying agency; and ATC Agency Services, also a media buyer. The new agency is backed by Lake Capital, a private equity firm.

Tim O’Leary, CEO of Respond2, is CEO of the yet-to-be-named agency. The naming process is expected to take about three weeks.

—Carol Krol

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