Pedone & Partners has transformed its PedonePlus traditional direct marketing unit into pedone/1.to.1, a division also geared to handle Internet and wireless business.
The new arm will rely on an internal seven-member staff that was part of the old direct response unit and will outsource work to four direct marketing shops specializing in online media and measurement, Web site creation and technical integration and e-mail marketing.
“We want to deliver on an approach we call strategic synchronization,” said Jim Coakley, senior vice president at Pedone & Partners and director of pedone/1.to.1. “One look, one message, all timed together to reach that target audience at the right selling moment.”
Pedone/1.to.1 will account for 20 percent of the New York agency’s business. Billings last year at Pedone & Partners amounted to $106 million from clients such as 1-800-Flowers.com Inc., The Waldorf-Astoria, World Kitchen Inc., The Taubman Co. and Cumberland Packing Corp.
Services offered by the new division include direct mail and e-mail marketing, wireless and personal digital assistant work as well as direct response and desktop publishing services.
In a move reminiscent of OgilvyInteractive’s recent formation of an interactive marketing consortium, Pedone will supplement its inhouse offerings with help from four agencies in the new-media business.
Among the partners, Interadnet will offer services such as online media and buying, market research, site evaluation, ad serving and reporting and traffic analysis. Impower Inc. specializes in e-mail direct response, while Leadbased designs Web sites. MarketFirst boasts an automated platform for permission-based online marketing campaigns.
The nonexclusive relationships are based on revenue share and pass-through billing, meaning that the partners bill Pedone, which, in turn, charges clients.
“By partnering, we have the flexibility to quickly resource the newest technology to meet clients’ needs,” Coakley said. “If we’d hired a new staff internally and then something new emerges in the next three months, then what do you do with those people who aren’t up on the technology?”
Pedone/1.to.1 has started work on new business, including Dads Media LLC, a publisher that has released its second issue of Dads magazine.
“We’re working with them on a number of proposals to build subscriptions,” Coakley said. “Ninety-five percent of their work is with pedone/1.to.1, and we’ll entertain business from clients who are not with the general agency, Pedone & Partners.”