Advanced Results Marketing

Advanced Results Marketing has merged with Mercury Media, a portfolio company of Eos Partners

Petsky Prunier is pleased to announce the merger of Advanced Results Marketing (ARM), a full-service advertising agency specializing in direct response short-form commercials, and Mercury Media, a leader in media buying for long-form advertising.

In addition to its direct response capabilities, ARM brings a suite of several general advertising media buying services, including television, radio, print, and out-of-home media, to the combined entities. The marrying of these two pioneers in direct response media will create the nation's largest independent direct response media agency, with gross billings in excess of $350 million.

The two companies will merge under a newly formed holding company, Mercury Media Holdings, providing advertisers best-in-class access to direct response television media (DRTV) as an economic and measurable alternative to traditional advertising. Eos Partners, a New York-based private equity firm, provided equity and arranged debt financing in support of the transaction.

A team from Petsky Prunier, led by Sanjay Chadda, served as exclusive financial advisor to Advanced Results Marketing and initiated, structured, and negotiated the transaction on behalf of the company.