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Direct Response Marketing

Field Reports

1 May, 2008 By: Thomas Haire, Jacqueline Renfrow Response


Euro RSCG 4D DRTV Becomes Euro RSCG Edge


PORTLAND, Ore., and CARLSBAD, Calif. — Billing itself as the world's largest full-service direct response agency, Euro RSCG 4D DRTV decided to shed its "television-centered persona" and became Euro RSCG Edge, according to an April 15 announcement. As a result of the agency expanding its capabilities from media services to Web development, its executives agreed that the agency's brand needed to represent all of its current offerings.

The agency's new "Edge" identity speaks to its belief in its ability to give clients an edge in every core service, including strategic planning, long-form and short-form media services, creative and production, direct marketing and mail production, and online marketing and Web development. "We evolved beyond just a full-service DRTV agency and needed an identity that reflects who we are more than what we do," says Steve Netzley, Euro RSCG Edge's CEO.

Among the more than 85 clients served by the agency are such major companies as Countrywide, DirecTV, Netflix, Bissell, Adobe, Agilent, Barclays Global Investors, Guthy-Renker, Euro Pro and Bosley. Euro RSCG Worldwide is the agency's parent company and was named Advertising Age's and Campaign's 2006 Global Agency of the Year. Euro RSCG Worldwide boasts 233 offices in 75 nations.


Eden, Yallen Join Response's Editorial Advisory Board


SANTA ANA, Calif. — Response Magazine, the only independent source of news and information for direct response marketers, welcomes Maria Eden of Direct Response Media Inc., and Bob Yallen of the Inter/Media Group of Companies to its Editorial Advisory Board.

Eden is president of DRMI, a full-service media agency that specializes in multi-media buying and management services related to direct response television. Yallen is president of Inter/Media, a group of seven companies offering a full array of advertising agency services.

Maria Eden
Maria Eden

"These two newest members of our Editorial Advisory Board bring years of experience in the DRTV industry to an already stellar group," says Thomas Haire, editor-in-chief of Response. "Both Maria and Bob are long-time, well-respected players in the business. Their expertise and their experience with high-level clients will add perspective and gravitas to our board. Their thoughts, ideas and leadership will be a welcome addition to an already strong team of advisors."

 Robert Yallen
Robert Yallen

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