DISPATCHES

Cannella Acquires Media Properties Holdings

By:

NEW YORK CITY/BURLINGTON, Wis.

Cannella Response Television (CRT), an innovator in long-form DRTV, announced it has acquired Media Properties Holdings (MPH), parent of the AdMore advertising platform, short-form DR agency REVShare, and Lead Generation Technologies (LGT). Terms were not disclosed.

The acquisition will enable hundreds of clients to analyze, access, and aggregate premium advertising inventory for DRTV and programmatic campaigns, the company says. “MPH not only has three great business models with tremendous upside potential, but we’re also getting a phenomenal management team and staff,” says Frank Cannella, CRT’s founder.

The new entity will be headquartered in Burlington, Wis., with offices in Manhattan, Los Angeles, Temecula, Calif., and Milwaukee. Rob Medved, formerly chair of MPH, will oversee the new company as CEO; Tony Besasie will serve as CRT president; and Brendan Condon will be president of the company’s AdMore, REVShare, and LGT units.

“The Cannella and MPH cultures are rooted in innovation and accountability, and both organizations are hyper-focused on media aggregation and data management to drive business results,” Besasie says. “The combined scale, talent, tools, and resources will generate more business for our diverse mix of clients and media partners.”