Whitewater Creative Services merges with The Direct Marketing Group (previously known as the Millennium Group)

Whitewater Creative Services have successfully completed their merger with The Direct Marketing Group (previously known as The Millennium Group) on 5th June 2007. Results International, the leading specialist corporate finance advisor in the marketing communications industry, has acted as corporate advisor to Whitewater.

Whitewater is a fast-growing, award-winning direct marketing agency specialising in fundraising and non-profit causes. Originally established as a design business in 1987, the agency evolved its offering in 2000, via an MBO, with Claire Page and Steve Andrews becoming the majority shareholders. Further to much growth, the agency was looking to ramp up its momentum by teaming with a larger group. It turned to Results International for assistance in identifying an appropriate partner.

The Direct Marketing Group, a full service direct marketing group, was chosen as the perfect fit both in terms of the growth potential and cultural compatibility. Whitewater's specialisation in charity direct marketing will help complement and strengthen DMG's existing direct marketing presence. Whitewater will benefit from DMG's centralised resources, commitment to consumer research and insight, data management, print buying power, media buying and digital capabilities.

Whitewater, headed by Chairman and Managing Director Steve Andrews, will continue to operate under its own name, under the umbrella of DMG. DMG, which comprises agencies Millennium, DMS and now Whitewater, will result in a combined headcount of 300, a turnover of £45 million and be headed by Martin Smith as Group Managing Director.

Commenting on the deal, Steve Andrews said, "The Direct Marketing Group, spearheaded by Millennium, is the perfect platform for Whitewater to build on our strong services and growth. The company is a great cultural match for Whitewater. The DMG, through Millennium, are leaders in the over 50's market which is so essential to charities. This will significantly strengthen Whitewater's offering.

"Whitewater have worked with Results International for eleven months on a process which concludes today with the announcement of Whitewater's merger with the Direct Marketing Group. Whitewater's principal shareholders had decided that a merger with a larger direct marketing firm would help to strengthen the company's position and accelerate growth. Results International have acted as our corporate advisors on each step of this journey. Our confidence in their advice and their process has been total. They have found us the right partner and have brokered the right deal. The service we have received has been outstanding."

Keith Hunt, Managing Partner Corporate Finance at Results International, said: "We have worked on behalf of Whitewater over the past 11 months assessing a range of potential partners. Their merger with The Direct Marketing Group means joining other strong players in direct marketing who all share a common commitment to outstanding service and product innovation; we're confident the deal will prove rewarding to all agencies."