Bernstein-Rein Advertising has expanded its capabilities into direct marketing by acquiring crosstown agency Impact Direct Marketing.
Impact's expertise will be a "big asset" for the Kansas City, Mo., shop, which previously had no independent direct marketing division, said president and chief executive officer Bob Bernstein. The agency has traditionally relied upon its general creative staff and subcontracts to handle direct marketing chores, he said.
"This strategy brings great benefit to our current agency clients and offers Impact clients the opportunity to take advantage of the services that the agency offers," he said.
The deal was spurred by Impact's relationship with Insight Marketing Communications, a database group that Bernstein-Rein acquired last year. Impact and Insight have been working together on various projects since then, Bernstein said.
Bernstein-Rein was familiar with Impact's work before then, though, having used the direct marketer for projects for some of its current and past clients, Bernstein said.
"[Now] we'll be working with them every day, and they'll be able to draw upon our creative and database resources," he said.
Impact's seven-person staff brings its own roster of clients, which have included IBM, Protection One Mobile Services and NationsBank. The shop will work with Bernstein-Rein's clients, which include Thrifty Car Rental, Wal-Mart and NationsRent.
Impact will continue to operate under its current name as a division of Bernstein-Rein. In addition to direct and database marketing, the agency also has public relations, research and Yellow Pages divisions.
Impact's executive ranks--president David G. Francis, vice president of net.marketing Stephen Tucker and vice president of account service Sarah Cline--will remain unchanged with the acquisition. The shop's other staff members will also remain.