DUBLIN based advertising agencies Dimension and Adsell have amalgamated. Dimension's majority shareholder is McConnell's, the biggest advertising agency in the country.

No consideration has been paid, but payments to Adsell's founder and chairman, Mr Paddy Considine, will be based on future growth.

Mr Considine will remain with the new firm. A joint statement from Adsell and Dimension said the move will help it become "an integrated marketing and communications company".

Mr Considine said the trend for advertising agencies was to amalgamate in order to compete. The company would be competing very aggressively" for new business.

Adsell's annual turnover is around £2 million, while Dimension's is about £7 million. Mr Considine said the new company was aiming to increase turnover to over £10 million.

Dimension managing director, Mr J.P. Donnelly said the two companies were "a natural fit".

Dimension's clients include Tayto, Bewley's Tea, Golden Vale, AIB and Telecom. Adsell has several clients in the food sector and has worked on products for Sharwoods, Bisto and C&C.

Dimension will relocate to Adsell's premises at 70 Upper Leeson Street over the next month. Dimension, founded 10 years ago, employs 35 people. Adsell, which was set up in the 1960s, employs about 10 people. A few Adsell employees have left or taken early retirement and the remainder will work in the new company. Mr Donnelly said the company may recruit more staff.