DraftWorldwide will merge its direct response media service with IM2, a sister unit in the Interpublic Group of Companies, creating a DR media-buying giant with $400 million in combined billings. Agency veteran Lynn Fantom will serve as CEO.
The new company, ID Media, will also include Truth North, a media-buying company acquired by Interpublic Group earlier this year. The combined client roster features American Express, Verizon, and Johnson & Johnson.
The groups will consolidate offices next month at 919 Third Ave. in New York, but there will be no immediate cutbacks in the 150-person staff.
“We’re doing this to offer bigger, better service for clients, not to save money,” said Fantom in an interview.
Gaye Sussman, head of media services for DraftWorldwide New York, will service as president. Desiree Dumont, former president and chief operating officer of IM2, will help during the transition.
The firm’s services will include buying, tracking and analysis.
IM2 us the direct response unit of Initiative Media Worldwide, an Interpublic company with annual worldwide billings of $22.7 billion. Spokespersons described ID Media as a “joint venture” between Draft and Initiative Media.
True North is also part of Initiative Media.
Fantom commented that this is a good time for media buyers. “A lot of very smart advertisers are taking advantage of the rates to increase spending and build brand awareness, and add subscribers and build databases,” she said.
Asked to describe the process, Fantom said, “the way we buy media is to get that ROI
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