DM Shop Helps Go Global

Share this content:
VentureDirect Worldwide, New York, is riding the swell of appeal for consumer-focused Internet healthcare network Inc. with the announcement this week that it will be instrumental in expanding the network even further., which is headed by former U.S Surgeon General Dr. C. Everett Koop, wants to position itself as a leading global brand.

VentureDirect, the online agency of record for the network, has been helping plan, develop and manage the company's online marketing programs since February. But last week, as ( unveiled its global branding initiative, VentureDirect was given the task of implementation in conjunction with Lowe & Partners, New York. Lowe & Partners is part of Interpublic Group of Companies' unit Lowe & Partners Worldwide.

According to VentureDirect spokeswoman Monica Wik, "Dr. Koop has explained to us that VentureDirect will be working directly with Lowe & Partners. It's something that they're very excited about at VentureDirect," she said.

However, Andrew Wagner, senior media planner at VentureDirect, said officials at had yet to sit down with both agencies to fully define what the brand would ultimately look like on a global scale. "We will definitely be working hand-in-hand to make sure the brand is executed properly online," he said.

The success of as a public company reflects nicely on the direct marketing services provided by VentureDirect thus far, and it's something the agency is well aware of.

"People in the marketing services industry in general are aware that we are their online agency of record," said Wagner. "They know that VentureDirect is buying the media for"

Traditionally speaking, brands are usually developed for global marketing long before direct marketing strategies are executed. But Wagner said Dr. Koop was a strong brand before it became an online phenomenon.

At Lowe & Partners, a spokesman said it was premature to comment on the extent to which might become involved in licensing, direct mail fundraising or possibly even insurance and healthcare.

The award-winning presence currently characterizes itself as a Web site for consumers who are looking to benefit from the more than 50 disease protocols and more than 1,700 health and wellness topics covered at the site with content from the Dartmouth Medical School. The portal also maintains 130 interactive community support groups and message boards, and is the exclusive provider of health and related content on three Web sites of the GO Network. In addition, is also the premier health content provider across five AOL brands: AOL Service, AOL.COM, Netscape Netcenter, Digital City and CompuServe.

Billings for were not disclosed.

Next Article in Marketing Strategy

Sign up to our newsletters

Company of the Week

Brightcove is the world's leading video platform. The most innovative and respected brands confidently rely on Brightcove to solve their most demanding communication challenges because of the unmatched performance and flexibility of our platform, our global scale and reliability, and our award-winning service. With thousands of customers and an industry-leading suite of cloud video products, Brightcove enables customers to drive compelling business results.

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