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
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.