Starcom MediaVest Forms Halogen Direct Response Media

Share this content:
Starcom MediaVest Group, the media specialist division of advertising agency holding firm BCom3 Group, is combining its Starcom and MediaVest direct response buying divisions into a new subsidiary.

Called Halogen Response Media, the subsidiary will start with billings of $180 million, 15 employees and offices in New York, Chicago and Toronto. It will offer services like media planning, execution and analysis within the direct marketing business.

John McNamara, senior vice president and media director of MediaVest Direct, has been named New York-based CEO of Halogen.

"Even prior to Sept. 11, advertisers were looking for more and more accountability," he said. "My charge is to provide that level of accountability to our clients to help them acquire new customers, retain customers and work with them and agencies in the BCom3 network to continue to build strong global brands."

McNamara will report to Nick Brien, president of U.S. corporate business development at Starcom MediaVest.

Halogen inherits clients like Capital One Financial, AOL Canada, Blue Cross of California, Touchstone Energy, Barbados Tourism, Unicare and direct response television services for Walt Disney World.

The new shop will handle for clients all integrated media responsibilities for direct response broadcast, print and mail.

Halogen's creation was a proactive move for BCom3, which along with its peer holding companies is paying increased attention to direct response services, including media buying and planning.

"I see it as critical to any holding company or large media independent company," Brien said, "because we're entering into a broadband society and purely analog media capabilities will not satisfy marketing needs. That's the principle."


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