Greenfield Announces Digital Idea
Peter Mackey, formerly managing director of Greenfield Consulting Group, will head the new firm as president. A San Francisco office will be opened in 2000.
The data-driven marketing veteran is charged with maximizing its use throughout the company's global network.
The rallying cry that "all marketing is direct" is increasingly evident as brand marketers and direct marketers adopt key strategies from each other.
But is its performance enough to win the desired results?