Axis Signs Deal With AdConcepts
December 15, 2011
New York-based Counselor Top 40 distributor Axis
Promotions (asi/128263) has announced that it has reached a partnership
agreement with MA-based Advertising
Concepts Inc. (AdConcepts, asi/110390). The deal
is effective as of January
1, 2012 and will result in a combined Axis office in the New
England area. While financial terms of the transaction were not
disclosed, Larry Cohen, president of Axis, told Counselor that all five of AdConcepts' employees in its Massachusetts
office will be joining the combined Axis operation.
"We have worked together with AdConcepts
over the years and have developed a friendly and collaborative
relationship," said Larry Cohen, president of Axis. "The combination
of our offices will provide larger resources for us to operate in the New
England area. There's no dominant player there right now, and we
see a lot of opportunities. Our business has been up in 2011, and this gives us
the chance to grow that even further."
As part of the deal, AdConcepts' San
Diego office will continue to use its own name and ASI
number, with plans to further develop its Southern California
presence along with Axis' support. That office will be run by Brian Firicano. "Larry and I have developed a mutual respect
along with common philosophy, goals and objectives," said Frank Firicano, president of AdConcepts,
who will take on the role of vice president of business development for Axis'
newly combined New England operation. "I will
continue to actively engage in the sales process and plan to focus more of my
efforts on the development of larger clients in the New England
as well as Southern California markets, and accept
responsibility for recruitment and development of new sales personnel."
Members of the Axis Promotions regional West
Newton, MA, office and AdConcepts of North Andover, MA, expect to complete their
joint relocation to a combined office in Burlington,
MA, by June 30, 2012. With annual revenues of about
$33 million, Axis Promotions ranks as the 33rd-largest distributor in the ad
specialty market. AdConcepts posts more than $2
million in annual revenue and Cohen says the company increased its sales by
about 20% in 2011.