Direct marketing agency Roska Direct Advertising has bought Mueller & Wister, a mobile and interactive marketing agency.

The deal is designed to offer Roska Direct clients access to interactive marketing capabilities in their campaigns. Terms of the deal were not disclosed.

"One of the reasons we were very attracted to the Mueller & Wister operation was their high level of knowledge of how to apply mobile marketing to the brand and direct mediums," said Jon Roska, CEO of Roska Direct.

The new name of the agency is Roska, Mueller & Wister. Clients include AAA Mid-Atlantic, GSK Biopharmaceutical and Fujifilm.

Roska Direct's portfolio also includes Roska Healthcare Advertising.

All agencies are based in Roska Direct's Montgomeryville, PA, headquarters.

Mueller & Wister offers business-to-business, high-tech and consumer communications expertise to clients in industries such as specialty gas and chemicals, insurance, finance, electronics and pharmaceuticals.

The acquired agency uses mobile, handhelds and online and direct marketing in its campaigns for clients.

Another focus of Mueller & Wister is social media optimization, where advertising messages are delivered through online social media channels.

But Mueller & Wister's take on mobile is what interests Mr. Roska.

"It's not just slapping a text number on it," Mr. Roska said. "You need the right spin. You need the right positioning."