Independent media services agency Horizon Media Inc. created a direct response planning group to gain more business from clients inclined to use direct marketing.
The launch comes four years after the New York agency established a DR buying division. Gene Turner takes charge of the new unit as associate director of direct response planning. It will offer analysis of results and historical response data for current and prospective clients.
“Basically, we want to continue our emphasis on DRTV while extending our credentials in the print and direct mail world,” Turner said.
Categories that Horizon is targeting for the DR group are similar to the general marketing area, but there is an emphasis on integrated buying and planning, especially in financial services, home security, consumer electronics, destination travel, airlines and packaged goods.
Founded 15 years ago, Horizon reported billings of $900 million last year from clients like Hartz, Nature's Cure, Yahoo's Hotjobs and EarthLink, for which it handles general and direct response media. The agency also has offices in Los Angeles, Atlanta and Amsterdam.