DM move on the cards for Rainey Kelly

Rainey Kelly Campbell Roalfe is considering buying a minority stake in a direct marketing agency after its clients asked it to provide below-the-line services for their accounts.

The creative agency, whose clients include brewer Scottish Courage, Virgin Atlantic Airways, The Times newspaper and chocolate specialist Thornton’s, claims annual billings of 33m.

Its search for ways of providing below-the-line services could include tying up with a DM agency or even buying a minority stake in one.

The move follows increasing interest by advertising agencies in providing below-the-line services.

One insider says clients believe that DM agencies lack the creative input of advertising agencies and are putting pressure on them to launch their own services.

The Lowe Group, which owns agency Lowe Howard-Spink, recently set up a DM arm called Lowe Direct.

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