# Whitewater merges with The Direct Marketing Group

- Link: https://fundraising.co.uk/2007/06/05/whitewater-merges-direct-marketing-group/
- Published: 2007-06-05T23:00:00+01:00
- Author: Howard Lake

Direct marketing agency Whitewater Creative Services, the fundraising and nonprofit
sector specialists, merged yesterday with The Direct Marketing Group (previously
known as The Millennium Group).

Whitewater was originally established as a design business in 1987. Following a 
management buy out in 2000, with **Claire Page and Steve Andrews** becoming the 
majority shareholders, the agency expanded its services.

With assistance from Results International, the corporate finance advisor in the
marketing communications industry, it began identifying an appropriate partner to
help it continue its growth. The Direct Marketing Group, a full service direct marketing
group, was chosen “both in terms of the growth potential and cultural compatibility”.

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Whitewater’s specialisation in charity direct marketing will help complement DMG’s
existing direct marketing presence, and Whitewater will benefit from DMG’s centralised
resources, commitment to consumer research and insight, data management, print buying
power, media buying and digital capabilities.

Whitewater, headed by Chairman and Managing Director Steve Andrews, will continue
to operate under its own name, under the umbrella of DMG.

Writing on the agency’s corporate blog, Andrews added that the merger will offer
Whitewater “an unrivaled understanding and segmentation model of the 50+ market,
so essential for charities… [and] enormous print buying power, meaning cheaper prices
for our clients.”

Following the merger, will have a total of 300 staff, and a turnover of £45 million.
It is headed by Martin Smith as Group Managing Director.

Keith Hunt, Managing Partner Corporate Finance at Results International, said: “
We have worked on behalf of Whitewater over the past 11 months assessing a range
of potential partners. Their merger with The Direct Marketing Group means joining
other strong players in direct marketing who all share a common commitment to outstanding
service and product innovation; we’re confident the deal will prove rewarding to
all agencies.”

 * **[Whitewater win twice at National Fundraising Awards](https://fundraising.co.uk/2007/07/13/whitewater-win-twice-national-fundraising-awards/)**(
   13 July 2007)
 * **[About Kevin Kibble](https://fundraising.co.uk/2007/12/18/about-840/)** (18
   December 2007)
 * **[Whitewater offers ‘no win, no fee’ service to clients](https://fundraising.co.uk/2008/01/07/whitewater-offers-no-win-no-fee-service-clients/)**(
   7 January 2008)