Schofield Sweeney facilitates formation of UK’s largest direct marketing group

Specialist commercial law firm, Schofield Sweeney, has acted as the lead advisor on the merger of Leeds based full-service marketing agency, JDA, with The Direct Marketing Group (TDMG), to form the largest independent direct marketing network in the UK.

TDMG, headed by chief executive Martin Smith, has a total headcount of 300 staff and an annual turnover of over £45 million

Following the deal, TDMG now comprises four direct marketing agencies; Yorkshire based Millennium, the 50+ specialists, DMS - charity specialists based in Cheltenham, full service JDA based in Leeds and Whitewater – charity specialists in based in London who also joined the group last week. The group is supported by two Yorkshire companies – database management company, Pushbutton and print and fulfilment business, Coltec Parker.

The merger saw JDA Managing Director Mike Ashton and Financial Director Tony Viggers go forward with shares in the new group while Chairman Carl Hopkins has exited the company selling his majority shareholding. Schofield Sweeney acted as advisors to the vendors with Tim Wimbush leading the transaction.

Managing director Mike Ashton, commented: "This is a tremendously exciting move for JDA, growing Yorkshire's already enviable direct marketing capability in a UK-wide arena. The well-established and like-minded agencies of TDMG will be able to capitalise on shared resources and knowledge, and extend our expertise and services to provide clients with even better value.

Schofield Sweeney Chairman, Chris Schofield, said: “This deal creates something truly unique on the direct marketing map of the UK. We were very pleased to have been able to make a contribution to the process and hope to have added significant value for JDA.”

Schofield Sweeney also acted as advisors to JDA in 2004 when it acquired PR and corporate brand design specialists, Blueprint Marketing Services Limited.

TDMG will continue to look for acquisitions ahead of their own stock market listing early 2008. With this in mind, they have appointed Littlewoods Shop Direct Group Chairman, David Jones CBE, as non-executive chairman. David was previously chairman of Next, with key responsibility for its retail success. He also acted as deputy chairman of Morrisons Supermarkets.

June 2007