Omnicom Media Group, New York, acquired insert media company Singer Direct for an undisclosed sum in a move that brings more measurable media options to its clients, the agency said yesterday.
“It's really a demand that we see on the client side considering more innovative and novel approaches to reach consumers in any way that provides greater accountability and greater measure of the return,” Omnicom Media Group CEO Daryl Simm said.
Singer Direct will continue to operate as a standalone entity with its current management team in place, he added.
Singer Direct, which celebrated its 25-year anniversary in February, was founded by CEO Fred Singer, who runs it today with his sons and co-presidents Jeff and Andy Singer.
The company's clients include BMG Columbia House, Bookspan, Bose, Gevalia, Guthy-Renker and Scholastic. Its offerings include brokerage and management of insert media programs such as package inserts, blow-ins, bind-ins and cooperative mailings. It also has Internet and consumer packaged goods divisions.
“The transaction is also beneficial for our existing client base because our brokerage clients will be quite pleased that they have so many more opportunities in which to advertise, and our management clients will be extremely happy because we have so many new potential mailers for their programs,” said Andy Singer, co-president of Singer Direct Inc., Scarsdale, NY.
Co-president Jeff Singer said that the partnership would yield opportunities for many traditional advertisers.
“With do not call and TiVo, a lot of marketers need alternative channels to advertise in, and they are paying more attention to return on investment rather than just brand advertising,” he said.
Omnicom Media Group is the media division of Omnicom Group Inc. Other businesses under its mantle include OMD Worldwide and PHD Network.
Kristen Bremner covers list news, insert media, privacy and fundraising for DM News and DMNews.com. To keep up with the latest developments in these areas, subscribe to our daily and weekly e-mail newsletters by visiting www.dmnews.com/newsletters