KSL reorganizes to focus on direct response

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KSL Media has shuffled its management team in order to focus more on its direct response operations.

Dayle Siegel, who joined the company in May as SVP of its direct response media division, now carries the title SVP of direct media and operations. Mike Oddi, who came to KSL from Integrated Direct in February, is the new EVP of customer acquisition analytics and integration.

Six other members of the executive team will report jointly to Siegel and Oddi. KSL is working on top-to-top integration across all accounts.

"Before I came onboard, most of KSL's direct response work was being done by a consultant, so I was hired to build the direct response department," Siegel said of her role at KSL. "KSL has various clients that have a need for capabilities on direct response, and I have the ability to know what's good for each client's different needs."

Siegel formerly worked at E&M Advertising, where she was responsible for formulating the company's buying operation. Oddi created a targeting approach called mediabase targeting, which bases media buying decisions on client behavior.

"We're doing persona-based targeting to really find out who the customer is, so we're able to go and place the media in a way that's a little bit more finite," detailed Siegel. "We're really using all the MRIs and ad views and personics and all the information so we can really know who our customer is."

In their time at KSL, Siegel and Oddi already have created successful campaigns for James Hardie building materials and KinderCare. For James Hardie, Siegel spearheaded a move to buy local cable clusters. The TV spots directed audiences to the James Hardie Web site, which saw hits increase by 110 percent.

KSL Media became a privately owned company in 2003, after being owned by Interpublic Group. The media services company works with the middle-market space and has lately been focusing heavily on digital services. In the past six months the company also has hired two media buyers.

Clients for KSL include Grey Goose Vodka, Callaway Golf and Borders Bookstore. In the past four months, KSL also has picked up Navistar, James Hardie, KinderCare and MyRide.

Siegel could not give details about campaigns in the works, but said that two clients' campaigns will be on the air soon, and another large campaign will be out in six months.

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