Lowe Direct and Western form joint venture

The sister Interpublic Group companies, Lowe Direct and Western International Media, have joined forces to create a separate integrated media planning partnership and have poached Smith Bundy Carlson’s media director to take the helm.

The sister Interpublic Group companies, Lowe Direct and Western

International Media, have joined forces to create a separate integrated

media planning partnership and have poached Smith Bundy Carlson’s media

director to take the helm.



Sylvia Benaim will join next week; her appointment is the first to span

both companies. Her brief will be to build up the unit, recruiting other

staff, and to make it a standalone operation, aiming to expand and

enhance Lowe Direct’s media planning skills and Western’s direct

response expertise.



Benaim explained: ’Direct response media has, rightly, reached equal

footing with other media. In combining the resources of two talent

pools, we are now able to fully integrate all media into the planning

process, giving us a distinct advantage and improving our offering

across the board.’



The unit will begin its work across the companies’ shared clients and

across both agencies’ rosters.



Tony Watson, a managing partner of Lowe Direct, said: ’Most clients have

a media agency that they work with in conjunction with their creative

agency, but few have specialist provision for responsive media

planning.’



Mike Tunnicliffe, managing director of Western, added: ’By blending

Western’s consumer insight and media skills with the direct marketing

planning expertise of Lowe Direct, then adding Sylvia’s direct response

expertise on top of that, we cannot only offer clients strategic advice

in this area, but also implement it. Many agencies talk of an holistic

approach to communications - this move demonstrates that we are able to

do it.’



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