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Impower Spearheads New Office With Ex-DMI Staff

American List Counsel's interactive arm, Impower Inc., Princeton, NJ, opened a new office this month in Stamford, CT, spearheaded by two former Direct Media executives. Mark Zilling was hired as vice president, business-to-business markets, and Deirdre Castrellon was named account manager.

In addition to the Stamford office, Impower has branch offices in Peterborough, NH, New York and Corte Madera, CA. “All the corporate functionalities will be in Princeton, and the branch offices will be sales and client relationships, and stuff like that,” said chief marketing officer Mike Keeler, who came from Ammirati Puris Lintas, New York.

The interactive list broker and manager currently has 23 people on staff and is planning hiring initiatives in all of its offices, Keeler said. Among its new products and services, Impower is developing a cost per action-based direct response Internet network that will provide a response analysis to marketers, and a portfolio of vertical Web sites offering content, advertising, products and services tailored to visitors interests, according to Keeler.

“We're running at close to 300 [percent] ahead of last year [in revenue], and we're in the initial stages of discussion with a number of first tier investment banks regarding an IPO later this year,” he said.

In November, ALC completed a $15 million funding initiative for the expansion of its interactive marketing services business, formerly called ALC Interactive, now known as Impower Inc. Impower's new accounts include Buy.com, Real Simple, a Time Warner magazine which premieres March 27, Citibank and BMG.

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