R2C Group
 | |
| Type | Private |
|---|---|
| Genre | Direct Response |
| Founded | 1998 |
| Founder(s) | Tim O'Leary and Michelle Cardinal |
| Number of locations | 5: Portland, Oregon; Philadelphia, Pennsylvania; San Francisco, California; Billings, Montana; Providence, Rhode Island |
| Website | www.r2cgroup.com |
The R2C Group (also known as Respond2 Cmedia and Respond2 Communications) is the name for a group of related companies in the advertising industry. It comprises Respond2 and Cmedia.
History
In 1998, Michelle Cardinal founded direct response media company Cmedia, LLC in Portland, Oregon, specializing in TV media. A year later her husband Tim O'Leary formed Respond2, a direct response creative and production company specializing in TV and online marketing. The two ran those companies separately until 2001, when they merged them into "Respond2 Communications". A few years after that, the name was changed to R2C Group to properly encompass both companies in "Respond2 & Cmedia." The company is co-run by both Cardinal and O'Leary, each running their areas of respective expertise (Cardinal in media and O'Leary in creative/production). The R2Cgroup has acquired by private equity company Lake Capitol in 2001. The R2C group has acquired a few companies including Production West, a TV production company in Billings, Montana, ATC Media Services, media buying company in Exton, Pennsylvania, Chautauqua Communications, a digital and CRM agency in San Francisco, and MMSI, a TV media buying company in Warwick, Rhode Island.
Cardinal and O'Leary were featured in an article in Inc. Magazine; "Entrepreneurs We Love" highlighting their co-running of a successful business as husband and wife, alongside household names such as Richard Branson and Martha Stewart.
Cmedia continues to operate as a direct response media company, headed by CEO Michelle Cardinal. Cmedia now one of the largest buyers of DRTV media in the country, it also engages in research and planning, buying, and managing direct response television, print, radio, and Web programs. In other words, they buy media on TV-Cable-Radio stations and Online for advertisers. Cmedia also provides turnkey operations set-up and management, tracking and reporting, strategic consulting, back-end management and offer construction, and financial modeling. Cmedia offers corresponding direct media services, including online, radio, print, and direct mail, as well as campaign management in various categories, such as technology, financial services, education, fitness, beauty, house wares, and health care. The company was founded in 1998 by Michelle Cardinal and is headquartered in Portland, Oregon with offices in Philadelphia, Los Angeles, San Francisco and Chicago.
Respond2 also continues to operate as the creative production arm of R2Cgrop, headed by O'Leary, specializing in TV and online advertising. Respond2 is the largest producer of direct response TV advertising in the country and the recipient of many industry accolades.
In 2007, the company was acquired in private equity buyout led by Nautic Partners.[1]
References
- ↑ Backchannelmedia.[ ." Nautic Partners Join with Management to Acquire Respond2 Communications, Inc." "BackChannelMedia.com" June 6, 2007<--accessed April 14, 2009-->
- Strom, Shelly."Production company grows with old TV shows" "Portland Business Journal" December 6, 2007.</ref>
- Strom, Shelly."Cmedia ready for the big pond" "Portland Business Journal" March 4, 2005.<--accessed April 14, 2009-->
- Portland Business Journal."Cmedia's CEO brings passion for adventure to business" "Portland Business Journal" June 8, 2001<--accessed April 14, 2009-->
- Business Week-Media."Respond2 Communications, Inc." "BusinessWeek.com" April 14, 2009
- Haire, Thomas."Principals in Respond2, Cmedia, ATC Agency Services deal speak out.(Panel Discussion)" "BNET.com" May, 2005<--accessed April 14, 2009-->
- Business Wire."Respond2 Launches New Media Division..." "BackChannelMedia.com" April 26, 2006<--accessed April 14, 2009-->
- Rueters."eFoodSafety Retains Respond2 Communications to Launch National Direct-Response Marketing..." "Rueters.com" January 1oth, 2008<--accessed April 14, 2009-->
- Mediabuyerplanner.com."Respond2 Acquires Marketing & Media Services, Expands into Per Inqury DRTV" "Mediabuyerplanner.com" July 20, 2006<--accessed April 14, 2009-->
- Sauer, Patrick J."...for rewriting the rules for husband-and-wife teams." "Inc.com" April 1, 2005<--accessed April 14, 2009-->
External links
- Company website
- Respond2 CMedia on Hoover's