Axis Signs Deal With AdConcepts
Vol. 876 
December 15, 2011

New York-based Counselor Top 40 distributor Axis Promotions (asi/128263) has announced that it has reached a partnership agreement with MA-based Advertising Concepts Inc. (AdConcepts, asi/110390). The deal is effective as of January 1, 2012 and will result in a combined Axis office in the New England area. While financial terms of the transaction were not disclosed, Larry Cohen, president of Axis, told Counselor that all five of AdConcepts' employees in its Massachusetts office will be joining the combined Axis operation.

"We have worked together with AdConcepts over the years and have developed a friendly and collaborative relationship," said Larry Cohen, president of Axis. "The combination of our offices will provide larger resources for us to operate in the New England area. There's no dominant player there right now, and we see a lot of opportunities. Our business has been up in 2011, and this gives us the chance to grow that even further."

As part of the deal, AdConcepts' San Diego office will continue to use its own name and ASI number, with plans to further develop its Southern California presence along with Axis' support. That office will be run by Brian Firicano. "Larry and I have developed a mutual respect along with common philosophy, goals and objectives," said Frank Firicano, president of AdConcepts, who will take on the role of vice president of business development for Axis' newly combined New England operation. "I will continue to actively engage in the sales process and plan to focus more of my efforts on the development of larger clients in the New England as well as Southern California markets, and accept responsibility for recruitment and development of new sales personnel."

Members of the Axis Promotions regional West Newton, MA, office and AdConcepts of North Andover, MA, expect to complete their joint relocation to a combined office in Burlington, MA, by June 30, 2012. With annual revenues of about $33 million, Axis Promotions ranks as the 33rd-largest distributor in the ad specialty market. AdConcepts posts more than $2 million in annual revenue and Cohen says the company increased its sales by about 20% in 2011.