Dow Jones & Co. hired Wunderman New York to handle a multimedia acquisition campaign for its Wall Street Journal media brand. The agency is to provide multichannel subscription marketing using direct response television and online advertising starting this quarter.
This relationship marketing effort will communicate the benefits of subscribing to the print and online Wall Street Journal editions, both currently with a combined circulation of 2.1 million. Mediaedge:cia will buy media. Wunderman also will optimize the Journal's telemarketing operations.