DIRECT NEWS: MediaVest to launch a direct marketing arm

MediaVest has taken a step towards offering clients a more integrated communications service by unveiling plans for a dedicated direct marketing unit to be launched in June.

MediaVest has taken a step towards offering clients a more

integrated communications service by unveiling plans for a dedicated

direct marketing unit to be launched in June.



MediaVest Direct will provide a specialist standalone facility to serve

clients whose business has a strong direct response element.



The new operation will be headed by Nigel Waring, who has been poached

from TMD Carat where he was a client manager with specific direct

marketing responsibilities.



Waring will head a team of direct marketing specialists, who will work

alongside MediaVest’s media planners and buyers to provide an integrated

but specialised service. The unit will operate as a separate profit

centre, targeting its own client base as well as offering an add-on

service to existing MediaVest clients.



The launch of the unit is a formal recognition of the increasing role

direct marketing is playing in advertisers’ communication strategies and

follows similar ventures by rival media companies.



When MediaVest lost the pounds 20 million Royal Mail business to TMD

Carat at the end of 1997, lack of an in-house direct marketing resource

was seen as a factor in the Royal Mail’s decision; TMD has a

well-established direct unit, TMD Direct.



Linda Smith, commercial director of MediaVest, said: ’We have worked

with Me-diaVest Manchester to provide clients with a direct resource,

but it became clear that we needed our own London-based facility.’



Smith said the decision was taken over a year ago to develop a direct

response evaluation and advertising monitoring system, Dream, to enable

MediaVest Direct to offer a competitive service.



Dream has been developed by Pilat Media for Media-Vest to assess the

most effective weight and spread of advertising and the most relevant

media for each individual client’s needs.



MediaVest Direct has already signed up around pounds 2 million of

business, including the Well Tonic toning system.



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