GKL Media Awards BTB Account to Richard GershGKL Media Inc., a direct marketing lead-generation service seller, hired Richard Gersh Associates, New York, to run a national business-to-business public relations campaign.
The publicity push is directed toward the advertising and DM business. It will tout GKL and the virtues of performance-based advertising.
According to Jupiter Research, New York, lead-generation service selling next year is projected to become a $5 billion business.
GKL clients include American Express Co., Fisher Investments and the Options Industry Council. The company's publisher partners include Kiplinger.com, TheStreet.com, Associated Press and the online division of BusinessWeek.