Interpublic Consolidates Direct Response Media Buying Units

Share this content:
Media outlets are in for another tight squeeze as Interpublic Group of Companies Inc., one of the world's leading advertising agency holding companies, consolidates its direct response media planning and buying operations into a separate unit with $400 million in billings.

A new agency called ID Media will pool the direct response buying divisions of Interpublic's DraftWorldwide, Initiative Media Worldwide-run IM2, and TN Media, formerly part of the recently acquired True North Communications. The three shops are part of Interpublic's The Partnership group.

"It makes a lot of sense from a media standpoint because, through consolidation, we make our buying power on behalf of clients even greater," said Lynn Fantom, newly named chairwoman/CEO of ID Media.

Fantom previously was president/CEO of K2 Digital, New York. She has 20 years' experience in advertising and marketing, including six as president of DraftWorldwide, New York.

One hundred fifty executives will staff ID Media offices in Chicago, Los Angeles, Phoenix, Atlanta and company headquarters in New York. The DraftWorldwide and IM2 media teams will share the same offices in New York.

These outposts will buy direct response television, radio, print and online media for clients like Johnson & Johnson, American Express Co. and Verizon.

The Interpublic move to club its direct response media assets under one label comes less than two months after a similar effort from rival agency holding company BCom3 Group.

Starcom MediaVest Group, BCom3's media specialist division, combined its Starcom and MediaVest direct response buying divisions into a new subsidiary called Halogen Response Media.

The subsidiary will start with billings of $180 million, 15 employees and offices in New York, Chicago and Toronto. It will offer services like media planning, execution and analysis within the direct marketing business.

Halogen inherits clients like Capital One Financial, AOL Canada, Blue Cross of California, Touchstone Energy, Barbados Tourism, Unicare and direct response television services for Walt Disney World.

Sign up to our newsletters

Company of the Week

PAN Communications is an award-winning integrated marketing and public relations agency for B2B technology and healthcare brands. PAN's data-driven approach allows the firm to specialize in public relations, social media, content and influencer marketing, and data and analytics. PAN partners with brands to create unique, integrated campaigns that captivate audiences and drive measurable results. PAN services clients out of the firm's four offices: Boston, San Francisco, New York City and Orlando.

Find out more here »

Career Center

Check out hundreds of exciting professional opportunities available on DMN's Career Center.  
Explore careers in digital marketing, sales, eCommerce, marketing communications, IT, data strategies, and much more. And don't forget to update your resume so employers can contact you privately about job opportunities.

>>Click Here

Relive the 2017 Marketing Hall of Femme

Click the image above