BBJ Media launches direct response unit

BBJ Media Services has launched a direct response unit within the agency, and has hired Sharon Lang, the co-founder of Mansfield Lang Direct Media, to head it jointly with BBJ’s other direct marketing expert, Karen Lee.

BBJ Media Services has launched a direct response unit within the

agency, and has hired Sharon Lang, the co-founder of Mansfield Lang

Direct Media, to head it jointly with BBJ’s other direct marketing

expert, Karen Lee.



Lang joined BBJ last autumn, having left Mansfield Lang in March. Lee

has been at BBJ for a year, and has a background in direct marketing

including stints at Brann, Saatchi Direct and Ogilvy & Mather

Direct.



The unit will service newly won BBJ clients such as Cable & Wireless,

RAC Insurance and AOL, as well as the longer-standing Guardian Direct.

The intention is to offer the service as an integrated part of the

agency in future pitches. Nigel Morris, BBJ’s marketing director, said:

’We think that every piece of advertising now needs to generate a

response.’



’BBJ’s strength has always been brand advertising and understanding the

value of brands,’ Jerry Buhlmann, BBJ’s managing director,

explained.



’With these existing, big-brand clients, we are showing them how direct

communications can help move their marketing forward.’



The agency has been building its below-the-line capability over the past

year, but has decided against creating a separate arm. Buhlmann said:

’We have built up a little fiefdom within the agency which works very

closely with the three main planning directors, Jed Glanville, Tim Elton

and Mark Greenstreet.’



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