The Interpublic Group (IPG) entered into a strategic partnership last week with E-Dialog, an e-mail marketing company based in Lexington, MA. Under the agreement, IPG, the parent company of such major advertising agencies as McCann-Erickson and the Lowe Group, assumes a percentage ownership of E-Dialog.
E-Dialog will be responsible for creating many of the future e-mail marketing campaigns for IPG blue-chip clients which include Coca-Cola and Johnson & Johnson. IPG, New York, recorded more than $30 billion in advertising billings last year. The amount of IPG’s investment was not revealed at press time.
