New DRTV Agency Star Direct Integrates All Service Aspects

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With an emphasis on customer service and the capabilities to assist clients with all aspects of direct response television from infomercial production to back-end operations, Star Direct has opened for business.


The Philadelphia-based agency founded by Bruce Dworsky, already has begun work for Celmark International on a long-form spot and for Micko Products on a short-form spot. The agency also has begun product development on a new arts-and-crafts decorating product and a new kitchen tool.


Star Direct is able to handle responsibilities including production and directing of infomercials and short-form spots, coordination of back-end telemarketing and fulfillment services and Web-site creation, services that Dworsky said should all be integrated in direct response advertising.


"I firmly believe that the future of direct marketing is hand in hand with the Internet. To really do one-to-one marketing, every time a product is launched on television there should be a Web site to accompany it," he said. "To add a Web site takes some foresight and depends on the schedule -- but the product, the TV spot, the Web site and the back end should all be able to launch at the same time."


The agency plans to emphasize customer service as the signature of its own operating structure.


"The philosophy of Star Direct is to put a priority on customer service. We want to make sure the client feels extraordinarily comfortable with the process, with what we're doing and with what needs to be done."


The agency is located at 519 Sedgwick St., Philadelphia, PA, 19119. It plans to start looking for someone to work on product development and for support staff in the coming months.

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