Computer maker Gateway Inc. and Capital One Financial Corp. are the latest wins for Halogen Response, the DM media planning and buying arm for Publicis Groupe's Starcom MediaVest Group.
The Gateway account previously was with Initiative Media, New York. StarLink, a Halogen sibling, will handle traditional print and broadcast media, and its StarLink y Mas unit will control multicultural media.
“We want to move the business forward with direct response, get people back to Gateway,” said John McNamara, CEO of Halogen, New York.
Halogen will offer media planning, buying and execution, optimization and analysis to drive profitable lead volume.
The win comes a month after Gateway awarded its creative advertising, retail and direct marketing to Publicis agencies Leo Burnett, LBWorks, iLeo and Frankel. Media was not part of that review.
As for Capital One, Halogen shares that account with sibling MediaVest USA, the former handling the direct marketing and the latter traditional media.
The agencies previously controlled part of Capital One's media planning and buying until winning the entire account. Previous work included media planning and buying for The Capital One Bowl, ABC's college football half-time report.
The majority of Capital One's budget is direct response media.