Tarsitano Joins Cossette Post

Canada’s Cossette Communication Group spent more than a year looking for a direct marketing agency before it opted last week to purchase Tarsitano Creative, the president and CEO of the holding company’s New York shop said.

“It has been a hard time to do acquisitions,” said Peter Post of Cossette Post. “Many companies that are for sale are not in a good financial position. And companies that are headed by owners and entrepreneurs don’t want to sell right now because they’re on a down cycle.”

Tarsitano grossed more than $2 million last year, Post said. Terms of the deal were not disclosed, but the payout will hinge on the New York shop’s financial performance during the next three years, sources said.

Post said he expects the addition of Tarsitano, which will be renamed Cossette Tarsitano, will take Cossette Post a step closer to being “media-blind.”

“When a client comes to us with a marketing challenge, we won’t immediately say the answer is advertising or direct marketing or interactive,” Post said.

Anthony Tarsitano will continue to run the direct marketing agency as president and creative director. The 10-person unit, whose clients include MasterCard International, Columbia House, Quicken Loans and Gateway Learning, will move into Cossette Post’s offices June 1.

Tarsitano said he has been entertaining offers for his shop for the past five years, noting that he found the right cultural and creative fit during his first meeting with Post.

Toronto-based Cossette Communication Group is eyeing other U.S. properties, CEO Claude Lessard said (see story on page 18).