Merger Places Direct Agency On West Coast




BOSTON-Direct Results Group here has merged with Papsadore Direct, San Mateo, Calif., forming a 20-person, Boston-based agency that operates under the DRG moniker.
Jim Hackett and Phin Gay, who founded DRG in 1995 and had run the shop as equal partners, have joined with Frank Papsadore as equal partners in the new entity.
Hackett serves as president, chief executive officer and new business director. Gay is chief financial officer and client services director. Papsadore takes the title of chief operating officer and director of creative services.
Papsadore Direct’s background includes providing traditional direct marketing services-mail, advertising, events management-to high-tech clients such as Microsoft Corp. DRG has expertise providing interactive services to consumer clients such as footwear maker Saucony.
The merger allows both agencies to pool their resources and specialities into a single, bicoastal entity that will be able to grow faster than either shop could on its own, the partners said. “When we combined our resources, we rounded out our capabilities,” Papsadore said.
Papsadore has closed his San Mateo operation-founded in 1993-and moved to Boston with three employees. He plans to open a DRG office in the San Francisco area soon and has already begun recruiting a new staff there, he said.
DRG’s West Coast clients include Softbank Expositions, Mentor Graphics and Oracle. Accounts on the East Coast include AT&T, BankBoston, Hitachi, the Boston Celtics and Bay State Gas.
The three principals have known each other since the 1980s, when Papsadore served as a marketing executive at Cullinet Software. In those days, he was a client of Hackett and Gay when they worked at direct marketing agency CPS in Woburn, Mass. There is also a family connection. Papsadore is married to Gay’s sister, Polly, who works at DRG as an account director.