Total Media to open direct response division in April

LONDON - Total Media is launching a direct response division to be run by Lucas Brown, the former client services director at ZenithOptimedia dividion Zed.

Total Media Direct opens its doors on April 1. It has already won its first client -- Buongiorno -– a mobile telecommunications accessories company.

It beat The Media Shop, ARM Direct and the Media Slice to win the account.

Mike Sell, chief executive of Total Media Group, said: "Recent trends, together with our own experience, have identified direct response as an important growth area in marketing activity. Direct response advertising demands a highly specialised approach to media planning and buying, which we believe is most effectively delivered by a dedicated company."

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