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ARM Merges With Phoenix Group

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LOS ANGELES Massachusetts-based direct-response agency Advanced Results Marketing has merged with Arizona media buying and planning shop Results Media Group, according to a representative.

With headquarters in ARM's current Marlboro, Mass., offices, the newly combined entity will use the Advanced Results Marketing name, the rep said. RMG maintains media operations at its Phoenix office.

Former ARM chief executive officer Victor Grillo continues to lead the expanded agency as president and CEO, the rep said. RMG president Michael Horne continues to oversee the agency's media division.

"The synergies made sense for us," said Horne in a statement. Calling ARM "an ideal partner," he added that the agency "has given our clients a tremendous DRTV option and an East Coast presence. In turn, we have given ARM's clients a traditional media capability and a Western U.S. presence."

With both DRTV and media services, the agency said, ARM could provide "a cost-efficient way to reach an audience and generate instant, quantifiable" results.

Combined billings for the newly merged shop are estimated at $200 million, the rep said. ARM's client roster includes Crockpot, Carvel, Motorola Boost, Mandalay Resorts Group, Icon Health and Chipotle restaurants.