Reeves ad agency buys Virginia direct mail firm

September 17, 1994|By Timothy J. Mullaney | Timothy J. Mullaney,Sun Staff Writer

The Reeves Co., Baltimore's ninth-biggest advertising agency, has bought a northern Virginia direct mail firm to help it branch out into one of the industry's fastest growing segments.

Reeves said its acquisition of Phillip Ramsey & Associates of Falls Church closed earlier this month, but wasn't announced until yesterday. Terms were not disclosed.

Reeves was already No. 111 on Advertising Age's list of the top 500 direct mail advertising firms in the nation, company president Rebecca Reeves said, and hopes to crack the top 100 by the end of the year.

"We have made no effort specific to direct mail to be 111th," she said. "That simply happened in response to the demands of our clients," she said.

The Baltimore agency has $26 million in annual billings and a client list that includes Metro Food Markets, NeighborCare Pharmacies, Calico Corners and Cuisinart.

Ms. Reeves said most clients who use the agency for direct mail will continue to be companies that use Reeves for other work.

She said Reeves bought the Ramsey firm because Mr. Ramsey understood how direct mail and media advertising can be used together to lure customers, and because Reeves' personnel felt they didn't know how to manage direct mail as well as they could manage print and electronic advertising.

"He sees the [advertising] as actually critical to allowing direct mail to work," instead of competing with other advertising, Ms. Reeves said.

"You don't go on a date until you've been introduced, and you don't ask someone to do something specific until they know who you are."

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