Direct response television (DRTV) and digital marketing agency Euro RSCG Edge has named Greg Johnson president. Johnson was previously EVP and CMO of financial services firm First Marblehead and director at ad agency Arnold One.
“As TV has become more of a direct response medium, it’s really become a valuable business and branding vehicle for our clients, and it’s been something I’ve been embracing for the last five years,” Johnson told DMNews. “The opportunity to come to Edge is a great one because we have a great capability in both digital and DRTV, which are really the drivers moving forward in…direct marketing.”
Johnson will work out of Euro RSCG Edge’s Boston office. The agency is the result of a merging of Euro RSCG 4D and Euro RSCG DRTV last summer. The company also does work in CRM, search marketing and Web development.
Johnson said his first order of business would be making sure the right staff was on board at the agency.
“Direct response has come a long way in the past few years in regard to the quality of the creative execution,” he said. “So really working with my partners across the network to make sure we’re not only driving really high ROI, but also putting product out there that the client and the consumer can feel engaged with and proud of [is important].
“The old world of DRTV is not where we are today,” he said. “The metrics have always been there…But we want to move beyond that with our clients to embrace the future and bring higher quality creative thinking and ideas into the world of direct response.”
The agency’s clients include Visa, Samsung, Royal Caribbean, Barclays, Adobe and Allstate.