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MediaCom names Lim first direct response chief

Media agency MediaCom has named Jason Lim to the newly created position of managing partner and director of direct response. He was previously SVP and media director at Halogen Response Media, part of Publicis’ Starcom MediaVest Group.

Lim, hired last week, reports to Euan Jarvie, COO of MediaCom US. He is responsible for implementing direct response best practices across client groups at the WPP Group-owned company.

“I’ll provide strategic oversight for a few select clients,” he said. “I’m also overseeing technology and proprietary systems we’re embedding within our systems. The technology is being developed in the UK and analyzes direct response executions and results, allowing for real-time adjustments across media.”

Lim added that MediaCom created the position because its business is becoming more accountable and aligned with direct response principles.

“When talking about above the line versus below the line, there is no line anymore. Everything has to be accountable,” he said. “Regardless of the marketing effort, the belief is everything is accountable. MediaCom is unique because we don’t just look at direct response in a vacuum, but as an element across the overall marketing environment.”

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