AMS Advertising Group, the media planning and buying specialist, has merged with specialist recruitment company Choice Accountancy Group to form a new group, Amcom Resources plc.
Amcom will comprise media planning and buying operation AMS Advertising, direct marketing media operation AMS Direct, recruitment advertising specialist AMS Recruitment and Choice Accountancy.
The move was driven by a desire to move into high margin areas of business, says Amcom Resources managing director Richard Hollands.
“Media buying and planning will still be a very important part of our business,” he explains. “But margins within media are very tight… we had to accept that a long term goal was not to compete with the CIAs of the business.”
AMS Group’s gross billings now total £25m; clients include Alliance & Leicester, Reader’s Union and Remy-Martin.
Hollands, who was financial director of AMS Group, is joined on the new board by directors John Evans, formerly AMS Group managing director, and Kelvin Trott and Sharon Mortimer – joint managing directors of Choice Accountancy.