Mark Cassin has sold his DMA agency for an undisclosed sum to RichardsDee, a new branding and communications company founded by Simon Richards and Celine Dee. Cassin has been one of the foremost direct response executives in Ireland over the past 20 years. He served two terms as Irish Direct Marketing Association (IDMA) chairman and is on the Marketing Agencies Association Worldwide (MAAW) board.
This time last year Cassin set up the Dublin office of Red Ant digital services fronted by former MEC executive Sarah McDevitt. Dee, who joined DMA last year, will be responsible for the new agency’s client services. Richards, who founded StudioRichards in 2008 and worked with other agencies, will be creative director. Cassin will act as a consultant to the new agency, which will operate from StudioRichards’ premises.
DMA clients included Bewleys, Nestle, An Garda Siochána and the Department of Defence. The agency worked with Murray Consultants and Carat on the Lisbon Treaty for the Referendum Commission. StudioRichards clients include Axa, Croke Park, Dunnes Stores, Fáilte Ireland, Kanchi, Meteor and Ulster Bank.
Mark Cassin with RichardsDee directors Celine Dee and Simon Richards