True North Offers E-Drive

Share this content:
Ad conglomerate True North Communications' Marketing Drive Worldwide subsidiary has created e-Drive, an agency that will offer integrated database, direct and digital marketing services.

The new entity also will incorporate Sierra Communications, a direct marketing shop acquired recently by True North that last year reported revenue of more than $6 million. E-Drive also will work with True North's new database resource, Analytici.

E-Drive, South Norwalk, CT, which has an overseas office in London, will bolster True North's interactive relationship marketing offerings. True North, Chicago, last year claimed billings of $14 billion through agency brands such as FCB Worldwide for advertising, BSMG Worldwide for public relations, and Marketing Drive for marketing services.

"It's really more of a new agency than a spinoff," Mickey Goodman, formerly president of customer relationship management at Marketing Drive and now CEO of e-Drive, said of the start-up's creation.

Goodman said the rise in importance of technology-enabled marketing forced Marketing Drive, Wilton, CT, to establish a separate company dedicated to integrated marketing. E-Drive's focus on interactive relationship marketing will be complemented by Marketing Drive's promotional and advertising services.

The new shop starts with clients such as GE Capital, General Cigar Corp. and American Express Co. E-Drive's services will be hawked to current Marketing Drive clients.

E-Drive's services include identifying business prospects and personalizing communications to consumers. Under that umbrella, it will offer help with strategy, database development, targeting, optimization, technology integration and Web site creation and care.

Marketing Drive last year reported global revenues of more than $50 million. With 43 offices in 27 countries, it offers services such as sales promotion, branding, event and relationship marketing, promotional services and consulting.

"The reason why we created e-Drive as a new agency is that the existing Marketing Drive offices didn't have a strong capability in this area," Goodman said. "As opposed to looking at 20 offices around the world and trying to put people in our company on an office-by-office basis, this gives us much better talent."

Recent hires include Tig Tillinghast as vice president of business development and David Griffith as vice president of creative services. Susan Lonie joined as vice president of account services. Eric Tolkin, former CEO of Sierra Communications, becomes executive vice president of e-Drive.

Sign up to our newsletters

Company of the Week

We recently were named B2B Magazine's Direct Marketing Agency of the Year, and with good reason: We make real, measureable, positive change happen for our clients. A full-service agency founded in 1974, Bader Rutter expertly helps you get the right message to the right audience at the right time through the right channels. As we engage our clients' audiences along their journey, direct marketing (email, direct mail, phone, SMS) and behavioral marketing (SEM, retargeting, contextual) channels deliver information relevant to the needs of each stage. We are experts at implementing and leveraging marketing technologies such as CRM and marketing automation in order to synchronize sales and marketing communications. Our team of architects and activators plan, execute, measure and adjust in real time to ensure the strategy is working as needed and change things if it's not.

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