Going Vertical: Promotion Development Group gets strategic.
Hey, Promotion Development Group. You just won three Gold Reggies, but you’ve already been to Disney World (see “Blue Ribbons,” pg 85). So what will you do next?
How about change your name to Vertical Mix Marketing?
“Over the past five years, we found that the definition `promotion agency’ was much too limited in scope for what we do,” says founder and ceo John Zamoiski. “Based on the blend of services we have been providing, the transition to a new name became a natural extension of how we were being described and how we were functioning – as a vertically integrated marketing solutions company.”
New York City-based PDG used the occasion of its fifth anniversary last month to announce the name change and a redeployment of its assets into four strategic divisions that will operate under the Vertical Mix banner:
– Promotion Development Group, which handles strategic planning, creative, fulfillment, and promotion administration under the guidance of PDG veteran Mindy Wasserman, who was named vp-general manager.
– The Alliance Group, the team that put together the Reggie-winning marketing partnerships for A&E, becomes its own division. Rachael Klein was promoted to president to head the operation.
– Soho Merchandising will handle premium, incentive, and merchandising work under the direction of Jordan Fiddle. He most recently ran his own New York City-based company, Soho Promotions.
– Alpha Interactive, a new division that will provide Internet work through a business alliance with San Francisco-based Alphadog Productions. Alphadog principal Tiffany Phelps will serve as president of Alpha Interactive (see story, pg 61).
Distinct units were established because “the best way to describe our services is through the names and the functions of those independent divisions,” says Zamoiski.
