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Direct Response Marketing

Jacqueline's Journal

5 Nov, 2008 By: Response Contributor Response This Week

Mercury Media Holdings (MMH), an independent measurable media agency, has appointed Jonathan Anastas as president of its digital division, where he will be responsible for the company’s digital practice, leading strategy and day-to-day operations on a national basis, while also working with all of MMH’s regional offices to execute ROI-based integrated media solutions for existing and prospective clients. Anastas joins MMH with more than 15 years of marketing and advertising experience, having most recently served as president of Redurban, an Omnicom-owned digital agency.

West Direct LLC and Permission Interactive Inc. (PI) partner to offer free IVR and free Web to direct marketers. The partnership allows marketers to make use of the optimized IVR and Web systems for free. They are fully integrated, totally transparent, Web and online reporting, allows marketers to view all their orders in one place so they can easily make educated campaign decisions.

Inter/Media Advertising and Inter/Image Productions bring home three Blingys from the annual Blingy Awards for advertising design and creative. The agency won the Sapphire Blingy for its “Pajamas” spot on behalf of Education Connection’s learn-at-home program, and two Emerald Blingys for its Ubisoft commercials “Missing Letter” and “At Home.”

Pam McWilliams is made vice president and general manager of Nutrition 21 Inc.’s direct response group. McWilliams has more than 22 years of experience in sales, marketing, management and business development within the direct response industry.

Backchannelmedia releases a research report that shows TV broadcasters and content owners can increase their revenues by offering new, differentiated services. The 20-page report, “Achieving Differentiation in an Increasingly Competitive Television Market,” was conducted by The Parthenon Group and can be downloaded on the company’s Web site.

Mutiny Pictures Director Stephen Brown went behind the scenes on the new Selena Gomez music video, Tell Me Something. Mutiny captured all of the fun it was making the Razor & Tie Records smash hit video, which has garnered more than 2 million hits on YouTube.

Higher Power Marketing hires Paul Leonardi as manager of traffic and information technologies, a newly created position. Leonardi has more than eight years of IT experience and has worked in traffic management, getting the right ads to the correct media outlets, for more than five years.

Orchard Supply Hardware (OSH) will deploy Quantivo Retail, a software-as-a-service Affinity Analytics solution, starting the middle of November. The program allows retailers to have large-scale customer behavior analytics solutions up-and-running in days and answers complex affinity-based questions such as “what other items were purchased with products on promotion?”

CARE Media is now targeting viewers waiting in veterinary, pediatric and OB/GYB offices across the country through out-of-home digital network marketing programs. The programming targets all of CARE Media’s brands, PetCARE, TVTM, KidCARE TVR and Women’s HealthCARE TVM and airs on networks that are fully audited by Nielsen and Arbitron, ensuring advertisers can substantiate their ROI.

Cesari Direct hires media buyer Michelle Short as its new short-form media director. Short brings a wide range of DR experience, most recently from Golden Media, where she managed the multi-million dollar DR campaign for Premier Bathrooms, as well as national buying responsibilities for American Seating & Mobility.

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