Western and Lowe Direct link up with joint planning unit

A planning unit specialising in direct response media is being launched by Lowe Direct and sister Interpublic company Western International Media.

A planning unit specialising in direct response media is being

launched by Lowe Direct and sister Interpublic company Western

International Media.



Sylvia Benaim, the former media director of the direct marketing agency

Smith Bundy Carlson, will oversee the unit.



The department will provide planning for the agencies’ joint clients,

such as beenz.com, as well as servicing each company’s roster of

clients, which include Airtours and PowerGen.



Both agencies are hoping that the planning resource will help them

decide on the most effective direct media for clients, for example,

whether to use direct response TV or direct mail. The planning unit

should also enable the agencies to evaluate responses more

effectively.



All of Western International Media’s clients have tried direct

campaigns.



Benaim said: ’In combining the resources of two talent pools we are now

able to fully integrate all media into the planning process.’



Western International Media’s managing director Mike Tunnicliffe said:

’By blending Western’s consumer insight and media skills with the direct

marketing planning expertise of Lowe Direct, we can not only offer our

clients strategic advice in this area but also implement it.’



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