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Officials at both firms characterized talks as being in early stages and said it would be premature to comment on any possible merger at this time. They emphasized that no agreement had yet been reached.
The two companies came together recently when they were jointly awarded the advertising account for VeriFone, the Redwood City, Calif.-based maker of point-of-purchase transaction equipment, such as credit card readers for retailers.
Since MacDaniels is dominated by consumer accounts and Hovatter specializes in high-tech and business-to-business accounts, no conflicts are likely.
The deal would double the size of the individual firms.
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