by Staff Report

Modus Direct LLC, a Sarasota-based direct-response ad agency, said Monday that it has purchased the media assets of Zephyr Media Group Inc. of Evanston, Illinois.

Modus Direct will integrate Zephyr’s media services suite into its portfolio of media-planning, -buying, -reporting and creative capabilities. The merged company will be named Modus Direct Midwest LLC and has moved from Evanston to downtown Chicago.

Financial terms of the agreement were not disclosed.

“Zephyr Media Group’s capabilities, location and rich history represent the ideal addition for Modus Directs’ growing client base,” Shani Reardon, founder and owner of Modus Direct, said in a news release.:. The complementary nature of our service portfolios will provide immediate benefits to both Modus and Zephyr Clients.” Dan Zifkin,

Dan Zifkin, Zephyr’s founder and CEO, said, “Having worked with Shani and the Modus Direct team on many projects over the past 15 years, I am excited at the opportunities this deal presents to our current and prospective clients.”

Direct-response marketing is somewhat just what it sounds like. It contacts consumers/clients directly, quickly gives them the information needed to make a decision and gives the consumer/clients a way to act on that information, via a toll-free phone number, email address or web page. Unlike, say, a television commercial that informs but does not include a way to act, direct-response marketing allows nearly immediate information on how effective it has been.

Modus Direct, founded in 2009, has 14 employees. It says it has spent 20 years investing in state-of-the-art technology focused on analytics and is one of the few if not the only direct response agency syncing social media ads with TV ads.

Zephyr, founded in 1991, has six employees. It has led some of the largest accounts in media history, according to Modus Direct’s news release, incorporating television, radio, print, out-of-home and digital elements. It offers a diverse portfolio of media planning, buying and strategic services.

Sarasota marketing firm buys Illinois company’s assets