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Direct Response Marketing

News Corner July 3, 2013

3 Jul, 2013 By: Thomas Haire, Doug McPherson

InfoTech, a leading software house and system solutions company, delivers its Web-based Media Management System (MMS) to DX Media Direct, a leading direct response agency located in Aubrey, Texas.

Venable LLP hires Ms. Po Yi, the former chief advertising counsel for American Express. Yi joins as a partner in the firm’s New York office and will serve as an expert on branding and media partnerships.

The InterMedia Group of Companies taps Rob Levy to head up InterMedia Entertainment. As president of the division, he will lead the company’s growth in celebrity endorsement and branded entertainment deals, talent and entertainment partnerships and intellectual property ventures.

Public relations firm Marketing Maven announces that Mari Escamilla, its Hispanic media manager, earned the 2013 Pacific Coast Business Times Latino Business Award in the Professional Services/Marketing category.

Hawthorne Direct, a full-service brand response advertising agency, teams with the creative leads at PJA Advertising to create new one- and two-minute commercials for Brother Intl. Corp.

Delivery Agent, a company that turns TV viewers into customers, announces a collaboration with PayPal that will offer PayPal retail partners the ability to reach 85 million homes – the largest aggregated audiences for interactive advertising. Retailers can engage consumers directly via their own advertising or via contextually relevant TV programming.

Cycle Gear, a motorcycle accessories retailer, names Acquity Group, a brand E-commerce and digital marketing agency, its search agency of record.

GrayHair Software, a company in domestic mail tracking, address hygiene and advanced postal services, enters the international market with the introduction of a Global Hybrid Mail service and Address Hygiene solution.

Music and entertainment discovery app Shazam offers a new service to measure the effectiveness of TV campaigns. Shazam says it combines third-party industry data for people viewing a particular ad with the people who engaged with that same ad through its service. By combining two data points, it reveals which ads are having an impact – or not – with viewers, offering insights available by show, type of show, channel, day of week, and daypart mix, among other factors.

Reflecting the growing size and importance of the U.S. Hispanic market, Univision News reports it has teamed with Penske Media, owner of Variety, to create a new short-form entertainment video feature for Univision’s “Primer Impacto” (First Impact) called “Variety en Primer Impacto.”

FourthWall Media, a Virginia-based TV ad solutions provider, gains a patent for its Dynamic Application Insertion Technology. The technology allows for real-time targeting on television.

Yahoo defends its upcoming program that will let new users reclaim the names of inactive E-mail addresses after the program has come under fire. The company released a statement on Tumblr claiming that it has taken security measures to ensure the data and security from past users. Critics of the program have pointed out that the program opens up the doors for potential identify theft, fraud and spam.

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