DRGM Absorbs Fashion Account, Las Vegas Shop

DRGM Advertising & Public Relations has added international fashion design firm Hunting World’s estimated $4 million account. And that’s not the only new business on the way.

The Reno, Nev., shop said last week it has acquired The Creative Group, a 15-year-old Las Vegas agency with clients including Trophy Homes, Peccole Nevada Corp. and Insurcorp Insurance. Terms of the deal were not disclosed.

Michael Mayes, DRGM president and COO, described the merger as the “melding of two strong agencies” and said it will give both shops’ clients “greater resources, creative abilities and client services.”

The staff of The Creative Group will move into DRGM’s Las Vegas office. Before the merger, 33-year-old DRGM had a staff of more than 70 and billings of more than $50 million across its two offices.

A DRGM rep resentative said all Creative Group staffers were given the chance to work at the merged shop, but declined to say exactly how many will do so.

Michael Benjamin, CEO and founder of The Creative Group, will now serve as advertising and marketing counsel to DRGM.

In the midst of the acquisition, DRGM began working for Hunting World, a designer of handbags, leather goods, luggage and apparel. Creative includes in-store displays, posters and magazine ads in publications such as Vogue, GQ and Elle.

DRGM won the account after a review that included a number of undisclosed shops. The client previously handled advertising in-house.

DRGM CEO John Glenn said he couldn’t recall any international fashion advertising being created by a Reno agency in the past. “We are obviously excited and gratified to have this opportunity,” he said.

Founded in New York in 1965, Hunting World eventually moved its corporate headquarters to Sparks, Nev. Its merchandise is sold in its 56 stores worldwide and in duty-free shops and fashion boutiques.