MARKETING SERVICES GROUP INC
S-8, 1999-07-09
BUSINESS SERVICES, NEC
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                       SECURITIES AND EXCHANGE COMMISSION
                              WASHINGTON, DC 20549
                                    FORM S-8
                          REGISTRATION STATEMENT UNDER
                           THE SECURITIES ACT OF 1933

                         MARKETING SERVICES GROUP, INC.
                         ------------------------------
               (Exact name of Registrant as specified in charter)

         Nevada                                           88-0085608
         ------                                           ----------
(State or other jurisdiction of                        (I.R.S. Employer
incorporation of organization)                      Identification Number)

                     333 Seventh Avenue, New York, NY 10001
                     --------------------------------------
                    (Address of Principal Executive Offices)

              MARKETING SERVICES GROUP, INC. 1999 STOCK OPTION PLAN
              -----------------------------------------------------
                                       and
                        AN EXECUTIVE EMPLOYMENT AGREEMENT
                        ---------------------------------
                            (Full title of the Plans)
                                       and
    AN INCREASE TO THE MARKETING SERVICES GROUP, INC. 1991 STOCK OPTION PLAN
    ------------------------------------------------------------------------
                            (Full title of the Plans)

                                  Cindy H. Hill
                     333 Seventh Avenue, New York, NY 10001
                     --------------------------------------
                     (Name and address of agent for service)

                                  (212)594-7688
                                  -------------
          (Telephone number, including area code, of agent for service)

                                    COPY TO:
                Alan I. Annex, Esq., Camhy Karlinsky & Stein LLP
               1740 Broadway, 16th Floor, New York, NY 10019-4315

                         CALCULATION OF REGISTRATION FEE
- --------------------------------------------------------------------------------
Title of         Amount to     Proposed maximum   Proposed maximum  Amount of
Securities to    be            offering price     aggregate         registration
be registered    registered(1) per share(2)       offering price(2) fee
- --------------------------------------------------------------------------------
Common stock,
$0.01 par value   1,600,000      $25.19             $25,252,875       $7,652.39
per share
- --------------------------------------------------------------------------------

(1) This  Registration  Statement covers (i) 1,000,000  shares  authorized to be
issued under the Marketing  Services  Group,  Inc. 1999 Stock Option Plan;  (ii)
400,000 shares authorized to be issued under an Executive Employment  Agreement;
and (iii) 200,000  shares  authorized to be issued under the Marketing  Services
Group, Inc. 1991 Stock Option Plan.

(2)  Estimated  solely  for  calculating  the  amount of the  registration  fee,
pursuant to Rule 457(h) under the Securities  Act of 1933, as amended.  Pursuant
to Rules 457(c) and (h) of the  Securities  Act, the proposed  maximum  offering
price per  Common  Share  subject  to  outstanding  options  ("Options")  issued
pursuant to the Plan has been  calculated  on the basis of the average  exercise
price of outstanding Options, and the proposed maximum offering price per Common
Share  available  for grant under the Plan that are not  subject to  outstanding
Options  has been  calculated  on the basis of the  average  of the high and low
price per Common Share, as reported by Nasdaq on July 2, 1999.

<PAGE>

                                     PART I

                INFORMATION REQUIRED IN SECTION 10 (a) PROSPECTUS

     Information  required  by  Part  I to be  contained  in the  Section  10(a)
prospectus is omitted from this  Registration  Statement in accordance  with the
Introductory Note to Part I of Form S-8.


                                     PART II

               INFORMATION REQUIRED IN THE REGISTRATION STATEMENT

Item 3.  Incorporation of Documents by Reference

     The following documents,  filed with the Securities and Exchange Commission
(the  "Commission")  by Marketing  Services Group,  Inc., a Nevada  Corporation,
("MSGI" or the "Company"), are incorporated herein by reference.

(a)  Annual report filed on Form 10-KSB for the fiscal year ended June 30, 1998,
     pursuant to Section 13(a) or 15(d) of the Securities  Exchange Act of 1934,
     as amended ( the "Exchange Act").

(b)  Quarterly report on Form 10-Q for the nine months ended March 31, 1999.

(c)  Quarterly report on Form 10-Q for the six months ended December 31, 1998.

(d)  Quarterly  report on Form 10-Q for the three  months  ended  September  30,
     1998.

(e)  Current  report on Form 8-K filed on May 24, 1999  regarding the completion
     of the acquisition of CMG Direct Corporation.

(f)  Current report on Form 8-K filed on March 24, 1999 regarding  the Company's
     intention to acquire CMG Direct Corporation.

(g)  Current  report  on  Form  8-K  filed  on  February  1, 1999 regarding  the
     acquisition of Stevens-Knox & Associates,  Stevens-Knox  List Brokerage and
     Stevens-Knox International as amended on April 6, 1999.

(h)  Current report on Form 8-K filed on October 2, 1998 regarding the Company's
     intention to buy back up to 1,000,000 shares of its common stock.

     In addition,  all documents  filed by MSGI with the Commission  pursuant to
Sections  13(a),  13(c), 14 and 15(d) of the Exchange Act subsequent to the date
of this  Registration  Statement  and prior to the  filing  of a  post-effective
amendment which indicates that all the securities  offered hereby have been sold
or which  deregisters all securities then remaining unsold shall be deemed to be
incorporated  herein by  reference  and to be a part hereof from the date of the
filing of such documents with the Commission.

Item 4.  Description of Securities

         Not applicable.

Item 5.  Interests of Named Experts and Counsel

     The  validity of the Common Stock  offered  hereby has been passed upon for
the Company by Lionel Sawyer & Collins, Las Vegas, Nevada.

<PAGE>

Item 6.  Indemnification of Directors and Officers

     The Restated  Articles  provide that  Directors and officers of the Company
shall not be personally  liable to the Company or its  stockholders  for damages
for breach of  fiduciary  duty as a Director or officer,  except for (i) acts or
omissions which involve intentional misconduct, fraud, or a knowing violation of
law or (ii) the payment of dividends in violation of the  provisions  of Chapter
78 of the NRS. The Restated Articles further provide that, if the NRS is amended
to  authorize  corporate  action  further  eliminating  or limiting the personal
liability of Directors and officers, then the liability of a Director or officer
of the Company shall be  eliminated  or limited to the full extent  permitted by
the NRS. Any repeal or  modification  of all or any portion of the limitation on
liability  contained in the Restated Articles by the stockholders of the Company
shall not  adversely  affect any right or protection of a Director or officer of
the Company with respect to any acts or omissions occurring prior to the time of
such repeal or modification.

     The By-Laws  provide for  indemnification  of the officers and Directors of
the Company, as the case may be, against any liability, cost or expense incurred
by such  Director  or officer by reason of the fact that such person is or was a
Director,  officer,  employee or agent of the Company, except to the extent that
such indemnification is prohibited by Chapter 78 of the NRS.

     Section  78.751 of the NRS provides that a corporation  may, and in certain
cases, must,  indemnify any person who was or is a party, or is threatened to be
made a party, to any threatened, pending or completed action, suit or proceeding
(other than certain actions by, or in right of, the  Corporation),  by reason of
the fact that such  person is or was a director,  officer,  employee or agent of
the  corporation,  or is or was serving at the request of the  corporation  as a
director, officer, employee or agent of another corporation,  partnership, joint
venture, trust or other enterprise, against expenses, including attorneys' fees,
and, in the case of a non-derivative action,  judgments,  fines and amounts paid
in settlement,  actually and reasonably  incurred by such person,  in connection
with the action,  suit or proceeding,  if, in either type of action, such person
acted in good faith and in a manner which such person reasonably  believed to be
in, or not opposed to, the best interests of the corporation. The termination of
any action,  suit or proceeding by judgment,  order,  settlement,  conviction or
upon a plea of nolo contendere or its equivalent  does not, of itself,  create a
presumption that the person did not act in good faith and in a manner which such
person  reasonably  believed to be in, or not opposed to, the best  interests of
the  corporation  and that,  with respect to any criminal  action or proceeding,
such  person had  reasonable  cause to believe  that such  person's  conduct was
unlawful.

     Indemnification  may not be made,  in a derivative  action,  for any claim,
issue or  matter  as to  which  such a person  had been  adjudged  by a court of
competent jurisdiction,  after exhaustion of all appeals therefrom, to be liable
to the  corporation,  or for  amounts  paid in  settlement  to the  corporation,
unless,  and only to the extent that,  the court in which the action or suit was
brought or other court of competent  jurisdiction  determines  upon  application
that,  in view of all the  circumstances  of the case,  the person is fairly and
reasonably entitled to indemnity for such expenses as the court deems proper.

     The Company's  By-Laws  provide that the expenses of officers and Directors
incurred in defending a civil or criminal  action,  suit or  proceeding  must be
paid by the  corporation  as they are  incurred,  and in  advance  of the  final
disposition of the action,  upon receipt of an undertaking  by, or on behalf of,
the Director or officer to repay the amount if it is ultimately  determined by a
court  of  competent  jurisdiction  that  such  person  is  not  entitled  to be
indemnified  by the  corporation,  unless  ordered  by a court or  advanced  (as
described above), any indemnification  must be made by the corporation,  only as
authorized in the specific case, upon a determination  that the  indemnification
of the Director, officer, employee or agent is proper in the circumstances.  The
determination  must be made  either  by the  stockholders,  or by the  Board  of
Directors by a majority  vote of a quorum  consisting  of Directors who were not
parties  to the  act,  suit  or  proceeding.  If a  majority  vote  of a  quorum
consisting  of Directors  who were not parties to the act, suit or proceeding so
orders,  or if a quorum consisting of Directors who were not parties to the act,
suit  or  proceeding  cannot  be  obtained,  the  determination  must be made by
independent legal counsel in a written opinion.

     Insofar as indemnification for Directors,  officers and controlling persons
of the Company with respect to liabilities  arising under the Securities Act may
be granted pursuant to the provisions described above, or otherwise, the Company
has been advised that, in the opinion of the Commission, such indemnification is
against  public  policy as expressed in the  Securities  Act and is,  therefore,
unenforceable.

Item 7.  Exemption from Registration Claimed

         Not applicable

Item 8.  Exhibits

      Exhibit No.
      ----------
        4.1   The Marketing Services Group, Inc. 1999 Stock Option Plan
        4.2   The Marketing  Services Group,  Inc. 1991 Stock Option Plan
              (previously  filed on Form S-8 on July 7, 1997)
        4.3   Executive Employment Agreement
        5.1   Opinion of Lionel Sawyer & Collins
       23.1   Consent of Lionel Sawyer & Collins (contained in the Opinion filed
              as Exhibit 5.1)
       23.2   Consent of PricewaterhouseCoopers, LLP


Item 9.  Undertakings

MSGI hereby undertakes:

(1)  To file,  during  any  period in which  offers or sales are being  made,  a
     post-effective amendment to the Registration Statement:

     (i)  to  include  any  prospectus  required  by  Section  10(a)(3)  of  the
          Securities Act;

     (ii) to reflect in the  prospectus  any facts or events  arising  after the
          effective  date of the  Registration  Statement  (or the  most  recent
          post-effective  amendment  thereof)  which,  individually  or  in  the
          aggregate, represent a fundamental change in the information set forth
          in the  Registration  Statement.  Notwithstanding  the foregoing,  any
          increase  or decrease  in volume of  securities  offered (if the total
          dollar  value of  securities  offered  would not exceed that which was
          registered)  and  any  deviation  from  the  low  or  high  and of the
          estimated  maximum  offering  range  may be  reflected  in the form of
          prospectus  filed with the  Commission  pursuant to Rule 424(b) if, in
          the aggregate,  the changes in volume and price represent no more than
          20 percent change in the maximum aggregate offering price set forth in
          the   "Calculation  of  Registration   Fee"  table  in  the  effective
          registration statement;


     (iii)to  include  any  material  information  with  respect  to the plan of
          distribution not previously disclosed in the Registration Statement or
          any material change to such information in the Registration Statement;


PROVIDED,  HOWEVER,  that  paragraphs  (a)(i)  and  (a)(ii)  do not apply if the
registration statement is on Form S-3, Form S-8 or Form F-3, and the information
required to be included in a  post-effective  amendment by those  paragraphs  is
contained in periodic  reports filed with or furnished to the  Commission by the
registrant  pursuant to Section 13 or Section 15(d) of the  Securities  Exchange
Act of 1934 that are incorporated by reference in the Registration Statement.

(2)      That, for the purpose of determining any liability under the Securities
         Act,  each such  post-effective  amendment  shall be deemed to be a new
         registration  statement relating to the securities offered therein, and
         the offering of such  securities at that time shall be deemed to be the
         initial bona fide offering thereof.

(3)      To remove from registration by means of a post-effective  amendment any
         of  the  securities   being  registered  which  remain  unsold  at  the
         termination of the offering.

     That, for purposes of determining  any liability  under the Securities Act,
each filing of MSGI's Annual  report  pursuant to Section 13(a) or Section 15(d)
of the  Exchange  Act that is  incorporated  by  reference  in the  Registration
Statement  shall be deemed to be a new  registration  statement  relating to the
securities  offered  therein,  and the offering of such  securities at that time
shall be deemed to be the initial bona fide offering thereof.

     That,  insofar  as  indemnification   for  liabilities  arising  under  the
Securities Act may be permitted to directors,  officers and controlling  persons
of MSGI  pursuant  to the  foregoing  provisions,  or  otherwise,  MSGI has been
advised that, in the opinion of the Commission,  such indemnification is against
public  policy  as  expressed  in  the   Securities   Act  and  is,   therefore,
unenforceable.  In the  event  that a claim  for  indemnification  against  such
liabilities  (other than the  payment by MSGI of expenses  incurred or paid by a
director, officer or controlling person of MSGI in the successful defense of any
action, suit or proceeding) is asserted by such director, officer or controlling
person in connection with the securities being registered,  MSGI will, unless in
the opinion of its counsel the matter has been settled by controlling precedent,
submit  to a  court  of  appropriate  jurisdiction  the  question  whether  such
indemnification  by it is against  public policy as expressed in the  Securities
Act and will be governed by the final adjudication of such issue.

<PAGE>

                                   SIGNATURES

Pursuant to the  requirements  of the  Securities  Act of 1933,  the  registrant
certifies  that it has  reasonable  grounds to believe  that it meets all of the
requirements  for  filing  on Form S-8 and has  duly  caused  this  registration
statement  to be  signed  on  its  behalf  by  the  undersigned  thereunto  duly
authorized, in the City of New York, State of New York, on June 28, 1999.


                                     MARKETING SERVICES GROUP, INC.


                                     By:  /s/ J. Jeremy Barbera
                                          ---------------------
                                          J. Jeremy Barbera
                                          Chairman of the Board and
                                          Chief Executive Officer


      Pursuant  to  the  requirements  of  the  Securities  Act  of  1933,  this
registration  statement  has  been  signed  by  the  following  persons  in  the
capacities indicated on June 28, 1999.

          Signature                             Title
          ---------                             -----

    /s/ J. Jeremy Barbera
    ---------------------      Chairman of the Board and Chief Executive Officer
    J. Jeremy Barbera          (Principal Executive Officer)


    /s/ Cindy H. Hill          Chief Financial Officer (Principal Financial and
    -----------------          Accounting Officer)
    Cindy H. Hill


    /s/ Alan I. Annex          Director
    -----------------
    Alan I. Annex


   /s/ S. James Coppersmith    Director
   ------------------------
   S. James Coppersmith


   /s/ Seymour Jones           Director
   -----------------
   Seymour Jones


   /s/ C. Anthony Wainwright   Director
   -------------------------
   C. Anthony Wainwright


   /s/ John T. Gerlach         Director
   -------------------
   John T. Gerlach






                                                                  Exhibit 4.1

                         MARKETING SERVICES GROUP, INC.
                        1999 INCENTIVE AND NONQUALIFIED
                               STOCK OPTION PLAN

                          ---------------------------


1.    Purpose

      The  purpose  of this  Stock  Option  Plan (the  "Plan")  is to retain and
attract key employees (which term, as used herein, shall include officers),  and
directors, of Marketing Services Group, Inc. (or any successor thereto) ("MSGI")
or a parent (if any) or any subsidiary thereof (collectively, unless the context
otherwise requires,  the "Company"),  consultants,  and advisors to the Company,
and other  persons or  entities  providing  goods or  services to the Company by
enabling  them to acquire a  proprietary  interest  in the  Company  through the
ownership of shares of the Corporation's  common stock, $.01 par value per share
("Share").  As used herein,  the term  "parent" or  "subsidiary"  shall mean any
present or future Company which is or would be a "parent Company" or "subsidiary
Company" of the  Company as the term is defined in section  424 of the  Internal
Revenue Code of 1986, as amended (the "Code") (determined as if the Company were
the employer Company). Such directors, consultants,  advisors, and other persons
or entities  providing  goods or services to the Company and entitled to receive
options hereunder are hereinafter  collectively referred to as the "Associates,"
and the relationship of the Associates to the Company is hereinafter referred to
as "association with" the Company. A key employee or Associate to whom an option
has been granted is referred to as a "Grantee". Such ownership will provide such
Grantees  with a more  direct  stake in the future  welfare of the  Company  and
encourage them to remain employed by or associated with the Company.  It is also
expected  that the Plan will  encourage  qualified  persons  to seek and  accept
employment or association with the Company.

2.    Administration

      (a) The Plan shall be  administered by the  Compensation  Committee of the
Company as from time to time constituted (the "Committee").

       (b) The Committee shall consist of not less than two persons appointed by
the Board of Directors of MSGI (the  "Board")  from among its members.  A person
may serve on the Committee  only if he or she (i) is a  "Non-employee  Director"
for purposes of Rule 16b-3 under the Securities Exchange Act of 1934, as amended
(the "1934 Act"), and (ii) satisfies the  requirements of an "outside  director"
for purposes of Section 162(m) of the Internal  Revenue Code of 1986, as amended
(the "Code").  The Committee may,  subject to the  provisions of the Plan,  from
time to time establish such rules and regulations and delegate such authority to
administer the Plan as it deems appropriate for the proper administration of the
Plan,  except  that no such  delegation  shall  be  made in the  case of  awards
intended to be qualified  under Section 162(m) of the Code. The decisions of the
Committee or its authorized delegatees shall be final,  conclusive,  and binding
with respect to the  interpretation and administration of the Plan and any grant
made under it.

      (c) Subject to the terms and conditions of the Plan,  the Committee  shall
be responsible  for the overall  management and  administration  of the Plan and
shall have such authority as shall be necessary or appropriate in order to carry
out its responsibilities,  including,  without limitation,  the authority to (i)
interpret  and  construe  the Plan and to  determine  the  terms of all  options
granted  pursuant  to the Plan,  including,  but not  limited to, the persons to
whom, and the time or times at which grants shall be made, the number of options
to be included in the  grants,  the number of options  which shall be treated as
incentive  stock  options  (in the case of  options  granted  to  employees)  as
described in section 422 of the Code, the number of options which do not qualify
as  incentive  stock  options  ("nonqualified   options"),  and  the  terms  and
conditions  thereof;  (ii) to adopt rules and regulations and to prescribe forms
for the operation and  administration  of the Plan;  and (iii) to take any other
action  not  inconsistent  with  the  provisions  of the  Plan  that it may deem
necessary or appropriate.

3.    Eligibility and Participation

      (a) Key employees and  Associates  are eligible to receive  options.  Each
option  shall be granted,  and the number of Shares and the vesting  schedule of
such Shares subject thereto shall be determined by the Committee.

      (b)  Directors who are not officers of the Company  shall  receive,  on an
annual  basis on the last  trading day of each June  starting  June 1999,  stock
options for 10,000  Shares,  at an exercise price equal to the fair market value
of the stock on the date of grant,  and such options shall vest immediately upon
grant.  The fair market value shall be determined  in accordance  with Section 8
hereof.

      (c) Notwithstanding  subsection 5(a), the Committee may grant options to a
person not then in the employ of the Company,  in order to induce such person to
become  employed  by the  Company,  provided  that the grant of  options to such
person shall be conditioned  upon such person  becoming an employee at, or prior
to, the time of execution of an Option Agreement evidencing such Options, and in
no event shall any such person have any rights with  respect to Options  granted
pursuant to the Plan prior to becoming an employee.

4.    Shares Subject to the Plan

      (a) Options  shall be evidenced by written  agreements,  the form of which
shall be  approved  by the  Committee,  which  shall,  among  other  things  (i)
designate the option as either an incentive stock option or a nonqualified stock
option,  (ii) specify the number of shares covered by the option;  (iii) specify
the exercise price,  determined in accordance  with paragraph 7 hereof,  for the
Shares  subject to the option;  (iv)  specify the option  period  determined  in
accordance with paragraph 6 hereof; (v) set forth specifically or incorporate by
reference the  applicable  provisions  of the Plan;  and (vi) contain such other
terms and  conditions  consistent  with the Plan as the  Committee  may,  in its
discretion, prescribe.

      (b) The Shares to be offered and delivered under the Plan, pursuant to the
exercise of an option,  shall be  authorized  and unissued  Shares or reacquired
Shares, as the Committee may from time to time determine.  Subject to adjustment
as  provided  in  paragraph  13  hereof,  the  aggregate  number of Shares to be
delivered under the Plan shall not exceed 1,000,000 Shares. If an option expires
or  terminates  for any reason during the term of the Plan prior to the exercise
thereof in full, the Shares subject to but not delivered under such option shall
be available for options thereafter granted.


5.    Incentive Stock options

      (a) An option  designated by the Committee as an "incentive  stock option"
is  intended to qualify as an  "incentive  stock  option"  within the meaning of
section 422 of the Code.  An incentive  stock option shall be granted only to an
employee of the Company.

      (b) No incentive  stock  option  shall  provide any person with a right to
purchase Shares to the extent that such right first becomes exercisable during a
prescribed calendar year and the sum of (i) the fair market value (determined as
of the date of grant) of the Shares subject to such incentive stock option which
first become  available for purchase  during such calendar  year,  plus (ii) the
fair market value  (determined as of the date of grant) of all Shares subject to
incentive stock options previously granted to such person under all plans of the
Company first become  available  for purchase  during such calendar year exceeds
$100,000.

       (c) Without  prior  written  notice to the  Committee,  a Grantee may not
dispose of Shares acquired pursuant to the exercise of an incentive stock option
until  after the later of (i) the  second  anniversary  of the date on which the
incentive stock option was granted, or (ii) the first anniversary of the date on
which the Shares were acquired; provided, however, that a transfer to a trustee,
receiver,  or other  fiduciary  in any  insolvency  proceeding,  as described in
section 422(c)(3) of the Code, shall not be deemed to be such a disposition. The
Grantee shall make appropriate arrangements with the Company for any taxes which
the Company is obligated to collect in connection with any disposition of Shares
acquired  pursuant to the exercise of an incentive  stock option,  including any
Federal, state or local withholding taxes.

      (d) Should Section 422 of the Code be amended during the term of the Plan,
the Committee may modify the Plan consistently with such amendment.

6.    Term of Option Period

      The term during which  options may be granted  under the Plan shall expire
on  January  11,  2009 and the option  period  during  which each  option may be
exercised  shall,  subject to the  provisions of paragraph 12 hereof,  expire no
later than the tenth anniversary (the fifth anniversary in the case of incentive
stock options granted to a person who owns (within the meaning of section 424(d)
of the Code)  more than 10  percent of the total  combined  voting  power of all
classes of stock of the  Company at the time such  option is  granted)  from the
date the option is granted, as may be determined by the Committee.

7.    Option Price

      The price at which Shares may be purchased  upon  exercise of a particular
option shall be such price as may be fixed by the Committee but in no event less
than the minimum  required in order to comply with any  applicable  law, rule or
regulation and, in the case of incentive  stock options,  shall not be less than
100 percent,  or in the case of incentive  stock options  granted to an optionee
who is a 10 percent  stockholder  (within  the  meaning of  paragraph 6 hereof),
shall not be less than 110  percent,  of the fair  market  value (as  defined in
paragraph 8) of such Shares on the date such option is granted.

8.    Stock as Form of Exercise Payment

      At the  discretion  of the  Committee,  a Grantee  who owns  Shares may be
permitted to use such Shares,  with the value  thereof to be  determined  as the
fair market value of such Shares on the day prior to the date of exercise of the
option,  to pay all or part of the option  price  required  under the Plan.  For
purposes of the Plan,  "fair market value" of a Share on any given date shall be
determined by the Committee as follows: (a) if the Shares are listed for trading
on one or more  national  securities  exchanges,  or is traded on the  automated
quotation system of NASDAQ,  the last reported sales price on the principal such
exchange or on NASDAQ on the date in question,  or if such Shares shall not have
been traded on such  principal  exchange on such date,  the last reported  sales
price on such principal  exchange or on NASDAQ on the first day prior thereto on
which  such  Shares  were so  traded;  or (b) if the  Shares  are not listed for
trading on a national  securities  exchange or on NASDAQ,  but are traded in the
over-the-counter  market,  the  closing  bid  price  for  Shares  on the date in
question,  or if there is no such bid price for Shares on such date, the closing
bid price on the first day prior thereto on which such price existed;  or (c) if
neither  (a) or (b) is  applicable,  by any  means  fair and  reasonably  by the
Committee, which determination shall be final and binding on all parties.

9.    Exercise of Options

      (a) Each option  granted shall be  exercisable  in whole or in part at any
time,  or from time to time,  during  the  option  period as the  Committee  may
provide in the terms of such option;  provided  that the election to exercise an
option shall be made in accordance  with  applicable  federal and state laws and
regulations.

      (b) No option may at any time be  exercised  with  respect to a fractional
share.

      (c) No Shares shall be  delivered  pursuant to the exercise of any option,
in whole or in part, until qualified for delivery under such securities laws and
regulations  as may be deemed by the Committee to be applicable  thereto,  until
such Shares are listed on each  securities  exchange on which Shares may then be
listed, until, in the case of the exercise of an option,  payment in full of the
option  price  is  received  by the  Company  in cash or stock  as  provided  in
paragraph 8 and until  payment in cash of any  applicable  withholding  taxes is
received by the  Company.  Unless prior to the exercise of the option the Shares
issuable  upon  such  exercise  have been  registered  with the  Securities  and
Exchange  Commission  pursuant to the  Securities  Act of 1933, as amended,  the
notice of exercise shall be accompanied by a representation  or agreement of the
individual  exercising  the option to the Company to the effect that such Shares
are  being  acquired  for  investment  and  not  with a view  to the  resale  or
distribution  thereof  or such other  documentation  as may be  required  by the
Company  unless in the  opinion of counsel to the Company  such  representation,
agreement,  or documentation is not necessary to comply with said Act. No holder
of an option,  or such holder's legal  representative,  legatee,  or distributee
shall be or be deemed to be a holder of any shares subject to such option unless
and until a certificate or certificates therefor is issued in his name.


10.   Acceleration of Vesting

      (a) An option shall automatically be vested and immediately exercisable in
full upon the occurrence of any of the following events:

            (i) Any person within the meaning of Sections 13(d) and 14(d) of the
      1934 Act, other than the Company,  has become the beneficial owner, within
      the meaning of Rule 13d-3 under the 1934 Act, of 51 percent or more of the
      combined voting power of the Company's then outstanding voting securities,
      unless  such  ownership  by such  person  has been  approved  by the Board
      immediately prior to the acquisition of such securities by such person;

            (ii) The first day on which shares of the Company's common stock are
      purchased pursuant to a tender offer or exchange offer,  unless such offer
      is made by the  Company  or unless  such  offer has been  approved  or not
      opposed by the Board;

            (iii) The  stockholders of the Company have approved an agreement to
      merge or consolidate  with or into another Company (and the Company is not
      the survivor of such merger or  consolidation)  or an agreement to sell or
      otherwise  dispose of all or  substantially  all of the  Company's  assets
      (including a plan of liquidation),  unless the Committee has resolved that
      options shall not automatically vest; or

            (iv) During any period of two consecutive years,  individuals who at
      the beginning of such period  constitute the Board cease for any reason to
      constitute  at  least a  majority  thereof,  unless  the  election  or the
      nomination  for the  election by the  Company's  stockholders  of each new
      director  was  approved by a vote of at least a majority of the  directors
      then still in office who were directors at the beginning of the period.

      (b) Other  than upon the  occurrence  of any of the  events  described  in
paragraph 10(a), the Committee shall have the authority at any time or from time
to time to  accelerate  the vesting of any  individual  option and to permit any
stock option not theretofore exercisable to become immediately exercisable.

11.   Transfer of Options

      Options  granted under the Plan may not be  transferred  except by will or
the laws of descent and distribution  and, during the lifetime of the Grantee to
whom granted,  may be exercised  only by such or by such  Grantee's  guardian or
legal   representative.   Any   attempted   transfer,   assignment,   pledge  or
hypothecation,  or the levy of any attachment or similar  process,  shall render
the option subject thereto null and void.

12.   Termination of Employment

      (a) Except as specifically provided in this paragraph 12, if the Grantee's
employment or association with the Company shall terminate for any reason before
the option has vested in full,  then the  unvested  portion of the option  shall
automatically  terminate on the date of termination of employment or association
and all rights and  interests  of the  Grantee in and to such  unvested  portion
shall thereupon terminate.

       (b) After the date on which an option vests, if the Grantee's  employment
by or  association  with the Company is  terminated  for any reason,  the option
shall be  exercisable  for the lesser of (i) three (3)  months  from the date of
such termination or (ii) the balance of such option's term;  provided,  however,
that in the event that the termination is as a result of the death or disability
(within the meaning of section 22(e)(3) of the Code) of the Grantee, the options
held by  such  Grantee  which  were  otherwise  exercisable  on the  date of his
termination of employment shall expire unless exercised by such Grantee,  or, in
the  case of the  death  of a  Grantee,  by his  heirs,  legatees,  or  personal
representatives,  within  a period  of  twelve  (12)  months  after  the date of
termination of employment. In no event, however, shall any option be exercisable
after  ten years  from the date it was  granted.  Nothing  in the Plan or in any
option  shall confer upon any Grantee the right to continue in the employ of the
Company or interfere  in any way with the right of the Company to terminate  the
employment  of a  Grantee  at any time.  The  Committee's  determination  that a
Grantee's  employment  has  terminated  and the date thereof  shall be final and
conclusive on all persons affected thereby.

      (c) The  Committee  may,  if it  determines  that to do so would be in the
Company's best  interests,  provide in a specific case or cases for the exercise
of options which would  otherwise  terminate  upon  termination of employment or
association  with the Company for any reason,  upon such terms and conditions as
the Committee determines to be appropriate.

      (d) In the  case  of a  Grantee  on an  approved  leave  of  absence,  the
Committee may, if it determines  that to do so would be in the best interests of
the Company,  provide in a specific case for continuation of options during such
leave of absence,  such  continuation  to be on such terms and conditions as the
Committee  determines to be  appropriate.  Leaves of absence for such period and
purposes conforming to the personnel policy of the Company as may be approved by
the Committee shall not be deemed terminations or interruptions of employment.


13.   Adjustments Upon Changes in Capitalization

       (a) If Shares are hereafter changed by reason of reorganization,  merger,
consolidation, recapitalization,  reclassification, stock split-up, combination,
or  exchange  of  shares  or the  like,  or  dividends  payable  in  Shares,  an
appropriate adjustment shall be made by the Committee in the aggregate number of
Shares  available under the Plan and in the number of Shares and price per Share
subject  to  outstanding   options.   If  the  Company  shall  be   reorganized,
consolidated,  or merged with another Company, or if all or substantially all of
the assets of the Company  shall be sold or  exchanged,  the holder of an option
shall,  after the occurrence of such a corporate  event,  be entitled to receive
upon the  exercise  of his option the same number and kind of Shares of stock or
the same amount of property,  cash, or securities as he would have been entitled
to receive upon the happening of any such corporate event as if he had exercised
such option and had been,  immediately  prior to such  event,  the holder of the
number of Shares covered by such option.  All adjustments  made pursuant to this
paragraph  to the terms or  conditions  of an  incentive  stock  option shall be
subject to the requirements of section 424 of the Code.

      (b) Any adjustment in the number of Shares shall apply  proportionately to
only the unexercised portion of any option granted hereunder.  If fractions of a
Share would result from any such adjustment,  the adjustment shall be revised to
the next higher whole number of Shares.

14.   Termination, Modification, and Amendment

      (a) The Plan shall  terminate on January 11, 2009,  which is 10 years from
the  earlier of the date of its  adoption  by the Board or the date on which the
Plan is  approved  by the  stockholders  of MSGI and no option  shall be granted
after termination of the Plan.

      (b) The Board or the Committee may at any time  terminate the Plan or from
time to time make such  modifications  or  amendments of the Plan as it may deem
advisable or appropriate, but no amendment, alteration, or discontinuation shall
be made (i) which would  adversely  impair the rights of a participant  under an
option theretofore  granted,  without the participant's  consent,  or (ii) which
without the approval of the shareholders of the Corporation would cause the Plan
to no longer comply with Rule l6b-3 under the  Securities  Exchange Act of 1934,
Section 422 of the Code or any other regulatory requirements.

      (c) No termination,  modification,  or amendment of the Plan, may, without
the  consent of the  Grantee,  adversely  affect the  rights  conferred  by such
option.

15.   Miscellaneous

      (a) Nothing  contained in this Plan shall  prevent the Board from adopting
other or additional compensation  arrangements,  subject to stockholder approval
if such  approval is required;  and such  arrangements  may be either  generally
applicable or applicable only in specific cases.

      (b) The  Committee  shall  have the  right to  condition  any grant of any
option  under  the Plan  upon the  recipient's  execution  and  delivery  to the
Corporation  of an  agreement  not to compete  with the  Corporation  during the
recipient's  employment  or service  with the  Corporation  and for such  period
thereafter  as shall be  determined  by the  Committee.  Such  covenant  against
competition shall be in a form satisfactory to the Committee.

       (c)  Nothing  in the Plan  gives to any  person  any  right to  continued
employment  by the  Corporation  or to continued  service as a consultant to the
Corporation  or  limits  in  any  way  the  right  of  the  Corporation  or  the
Corporation's  shareholders  at any time to terminate or alter the terms of that
employment or service.

      (d) The Plan shall be governed by and  construed  in  accordance  with the
laws of the State of New York.



16.   Effective Date

      The Plan became  effective  on January  12, 1999 upon the  adoption by the
Board  subject  to the  approval  by the  affirmative  vote of the  holders of a
majority of the  outstanding  shares of the Company which  occurred on March 29,
1999. All options granted prior to the date of such  stockholder  approval shall
be subject to such approval.





                                                            Exhibit 4.3


                         MARKETING SERVICES GROUP, INC.

                      NON-QUALIFIED STOCK OPTION AGREEMENT


      THIS NON-QUALIFIED  STOCK OPTION AGREEMENT effective as of the 14th day of
May,  1999,  by  and  between  MARKETING  SERVICES  GROUP,  INC.  ("MSGI")  (the
"Company") and EDWARD MULLEN (the "Optionee");

            WHEREAS,  pursuant to an employment  agreement  dated April 7, 1999,
      the  Company  is  obliged  to grant to the  Optionee,  a stock  option  to
      purchase  shares of the Company's  common stock,  par value $.01 per share
      (the "Common Stock"), and

            WHEREAS,  pursuant  to the same  employment  agreement,  the parties
      hereto  desire to enter  into this  agreement  (the  "Agreement")  for the
      purpose of  evidencing  the grant of such stock  option and setting  forth
      certain of the terms and conditions governing the exercise thereof;

            NOW, THEREFORE, in consideration of the mutual covenants hereinafter
      set forth and other  good and  valuable  consideration,  the  receipt  and
      sufficiency of which are hereby acknowledged,  the parties hereto agree as
      follows:

1. Grant of Options. The Company hereby grants to the Optionee a stock option to
purchase an aggregate of FOUR HUNDRED THOUSAND  (400,000) shares of Common Stock
(the "Option"), subject to the terms and conditions set forth herein.

2. Exercise  Price.  The exercise price per share of Common Stock subject to the
Option is $5.17.

3. Term. Subject to each and every one of the terms,  conditions and limitations
(including  cancellation)  set  forth  in  this  Agreement,  the  Option  may be
exercised by the Optionee in the following installments:

                                            Total Shares Subject
            Vesting Date              to Option which may be Exercised
            -----------               --------------------------------
            Immediately                        133,000
            June 1, 1999 to
              May 1, 2001 on                  11,125 per month
              the first of every               for 24 months
              month for 24 months              (total options=267,000)

              The options are subject to  accelerated  vesting  upon a Change in
Control as defined and set forth in the employment agreement.

      Except  as  otherwise  provided  for in the  employment  agreement,  these
options  shall  terminate on or before the earlier of (i) ninety (90) days after
the termination of Optionee's  relationship to the Company as an employee of, or
consultant to, the Company or any of its  subsidiaries or affiliates,  (ii) upon
the  Optionee's  death,  or (iii) seven (7) years from the date hereof,  and any
shares not  purchased  on or before the  earlier of  occurrence  of one of these
events may not thereafter be purchased. For the purpose of making determinations
as to termination  event number (i) preceding,  decisions by the Company's Board
of Directors as to when such relationships have been terminated shall be binding
on the Optionee,  provided that notice of such  termination has been provided to
all parties by way of notice of  resignation  given by the Optionee or by notice
of termination given by the Company to the Optionee.

4. Exercise.  Subject to such administrative  regulations as may be adopted from
time to time, the Options may be exercised  within the  limitations in Section 3
above,  in whole or in part,  by delivery of written  notice to the Secretary of
the Company by the Optionee  indicating  the number of shares of Common Stock as
to which the Option is exercised. Such notice shall be accompanied by payment of
the exercise price (the "Exercise  Price") which shall be an amount equal to the
result  obtained by multiplying  (i) the exercise price per share times (ii) the
total number of shares of Common Stock being purchased by the Optionee  pursuant
to the exercise of all or any portion of the Option. Subject to the terms of the
Plan,  the  Exercise  Price  shall be paid in United  States  Dollars,  in cash,
certified or cashier's check, or by money order, or with shares of Common Stock,
or by a  combination  of the above.  Shares of Common Stock  utilized in full or
partial  payment of the  Exercise  Price shall be valued at their  "Fair  Market
Value" on the date of exercise, as such term is defined in the Plan.

 5. Delivery of Certificates.
         (a) As soon as  practicable  following the exercise of all or a portion
of the  Option  by the  Optionee,  the  Company  shall  deliver  or  cause to be
delivered to the Optionee a certificate or certificates  representing the shares
of Common Stock acquired pursuant to such exercise.

         (b) Prior to the  issuance of any  certificate  representing  shares of
Common Stock as to which the Option has been  exercised,  the Optionee shall pay
to the Company in a form satisfactory to the Company,  the amount, if any, which
the Company reasonably determines to be necessary to withhold in accordance with
applicable income tax withholding requirements.

         (c) An  Optionee  shall  have the  rights  of a  shareholder  only with
respect to those  shares of Common  Stock  covered by the Option which have been
registered in the Optionee's  name in the share register of the Company upon the
due exercise of the Option.

6. No  Transfer  or  Assignment.  The  Option  granted  hereby  may not be
transferred  in any  manner,  other  than  by will or the  laws of  descent  and
distribution;  may be  exercised  during  the  Optionee's  lifetime  only by the
Optionee  or his  guardian  or legal  representative;  and may not be  assigned,
pledged or hypothecated in any manner (whether by operation of law or otherwise)
or subject to execution, attachment or similar process.

7.  Governing  Law.  This  Agreement  shall be governed  by, and  construed  and
interpreted in accordance with, the laws of the State of Nevada.

8. Entire Agreement. This Agreement constitutes the entire agreement among
the parties  hereto with respect to the subject matter hereof and supersedes all
prior agreements,  understandings and arrangements, both oral and written, among
the parties hereto with respect to such subject matter except for the employment
agreement  dated April 7, 1999. To the extent there are any  inconsistencies  in
both this agreement and the employment agreement, the employment agreement shall
govern.  This Agreement may not he amended or modified in any way, other than by
a written instrument executed by each of the parties hereto.

9. Benefits;  Binding Effect.  Subject to Section 6 hereof, this Agreement
shall inure to the benefit of, and be binding upon, the parties hereto and their
respective heirs, executors, administrators, successors and assigns.

10. Section Headings. The section headings contained in this Agreement are
for  reference  purposes  only and shall not in any way  affect  the  meaning or
interpretation hereof.

11. Counterparts.  This Agreement may be executed by the parties hereto in
separate counterparts, each of which shall be deemed to be an original, and both
of which shall be deemed to be one and the same instrument.

12. Other  Documents.  The  Optionee  agrees to execute and deliver to the
Company any and all documents or instruments  which are either deemed  advisable
by the Company or required  to be  delivered  to give effect to all of the terms
and provisions of this Agreement.

13. Not an Employment  Agreement.  Nothing contained herein or in the Plan
shall  obligate or require the Company to employ the  Optionee for any period of
time,  nor  restrict,  in any  way,  the  Company's  ability  to  terminate  the
employment  of the  Optionee  (if  applicable)  or any  other  relationship  the
Optionee may have with the Company, under separate agreement(s).


      IN WITNESS  WHEREOF,  the parties  hereto have executed and delivered this
Agreement as of the date first above written.


MARKETING SERVICES GROUP, INC.                OPTIONEE:
      (signature)
                                                    /s/ Edward Mullen
By:      /s/ Jeremy Barbera                         -----------------
         ------------------                 Name:    Edward Mullen
Name:    J. Jeremy Barbera                           -------------
         -----------------                  Address: 173 Waban Hill Road
Title:   Chairman & CEO                              -------------------
                                                     Chestnut Hill, MA 02167
                                                     -----------------------



                                                            Exhibit 5.1 and 23.1

                                  June 28, 1999









Marketing Services Group, Inc.
333 Seventh Avenue
New York, New York 10001

            Re:   Registration Statement on Form S-8;
                  Marketing Services Group, Inc.

Ladies and Gentlemen:

            We have acted as special counsel to Marketing  Services Group, Inc.,
a Nevada  corporation (the  "Company"),  in connection with the preparation of a
registration statement on Form S-8 (the "Registration Statement"),  filed by the
Company with the Securities and Exchange Commission (the "Commission") under the
Securities Act of 1933, as amended (the "Act"), relating to the registration and
issuance by the Company of 1,600,000  shares (the "Shares") of common stock, par
value  $0.01 per share (the  "Common  Stock"),  of the  Company,  including  (i)
1,000,000  shares  authorized for issuance under The Marketing  Services  Group,
Inc. 1999 Stock Option Plan,  (ii) 400,000 shares  authorized for issuance under
an executive  employment  agreement,  and (iii) 200,000  shares  authorized  for
issuance under The Marketing  Services  Group,  Inc. 1991 Stock Option Plan (the
"1999 Stock Plan",  the  "Executive  Employment  Agreement"  and the "1991 Stock
Plan," respectively).

            This  opinion  is  being  furnished  to you in  accordance  with the
requirements of Item 601(b)(5) of Regulation S-K under the Act.

            In connection with the opinions  hereinafter given, we have examined
copies of the following documents: (i) the Registration Statement, (ii) the 1999
Stock Plan, (iii) the Executive Employment Agreement,  (iv) the 1991 Stock Plan,
(v) the Articles of Incorporation of the Company,  as currently in effect,  (vi)
the By-laws of the Company, as currently in effect, (vii) a specimen certificate
representing the Shares and (viii) copies of certain  resolutions adopted by the
Board of Directors of the Company  relating  to,  among other  things,  the 1999
Stock Plan, the Executive Employment Agreement,  the 1991 Stock Plan and related
matters.

            We have also  examined  originals  or copies  certified or otherwise
identified to our satisfaction of such other corporate  records and certificates
of public officials as we have deemed necessary or advisable for the purposes of
this opinion.  We have assumed the authenticity of all documents submitted to us
as originals,  the genuineness of all signatures,  the legal capacity of natural
persons and the conformity to originals of all copies of all documents submitted
to us.

            We have relied upon the  certificates  of all public  officials  and
corporate  officers  with  respect  to the  accuracy  of all  matters  contained
therein,  including,  but not limited  to, the  officer's  certificate  attached
hereto as Exhibit A.

            Based upon and subject to the foregoing, and assuming the conformity
of the  certificates  representing  the Shares to the form of  specimen  thereof
examined by us, we are of the opinion that the Shares have been duly  authorized
by requisite  corporate action by the Company,  and, when issued,  delivered and
paid for in accordance  with the terms and  conditions  of 1999 Stock Plan,  the
Executive  Employment Agreement and the 1991 Stock Plan,  respectively,  will be
validly issued, fully paid and non-assessable.

            Nothing  herein  shall be  deemed an  opinion  as to the laws of any
jurisdiction other than the State of Nevada.

            This  opinion  is  intended  solely  for the use of the  Company  in
connection with the registration of the Shares. It may not be relied upon by any
other person or for any other purpose, or reproduced without the written consent
of this firm; provided, however, we hereby consent to the filing of this opinion
as an exhibit to the Registration  Statement.  In giving this consent, we do not
thereby  admit that we are in the category of person  whose  consent is required
under Section 7 of the 1933 Act or the rules and  regulations  of the Commission
promulgated thereunder.


                                          Very truly yours,

                                          /s/ Lionel Sawyer & Collins
                                          ---------------------------
                                          Lionel Sawyer & Collins





                                                            Exhibit 23.2





                       CONSENT OF INDEPENDENT ACCOUNTANTS


We  hereby  consent  to the  incorporation  by  reference  in this  Registration
Statement  on Form S-8 of our report  dated  September  9, 1998  relating to the
financial  statements,  which appears in Marketing Services Group, Inc.'s Annual
Report on Form 10-KSB for the year ended June 30, 1998.

                                          /s/ PricewaterhouseCoopers LLP
                                          ------------------------------
                                          PricewaterhouseCoopers LLP


New York, New York
June 28, 1999



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