Interpublic Group agencies team up to launch direct media division

Initiative Media and BrandConnection, the Interpublic Group-owned media agencies, are launching a direct media division called ID.

The joint venture will offer integrated media planning and buying and a range of services including data buying, analysis and list buying. Former All Response Media director Marc Caulfield will head the ten-strong team.

ID aims to consolidate the two agencies’ existing direct capabilities in a central point. The division will work for existing BrandConnection and Initiative direct clients such as Norwich Union, Orange and Wanadoo, but it will also operate as a standalone business and will pitch for new business.

Caulfield says that the division will have offer the service and culture of a standalone business, but will have access to the resources of a multi-disciplined communications group.

BrandConnection managing director Richard Britton says that clients are rapidly increasing spend on direct media, and the creation of ID will enable his company to keep pace with such change. He adds/ “The business benefits both existing and potential clients and a direct venture such as ID represents a real opportunity.”

Caulfield joined the venture at the start of September and has already been involved in a number of pitches.

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