CEA Puts Cash Behind Growing Focus on Direct

Campbell-Ewald Ad-vertising executives say they are beefing up the shop’s direct unit in response to an increasing emphasis by clients on one-to-one relationship marketing initiatives.

The Warren, Mich., agency has made a “multimillion dollar investment” in technology, proprietary tools, training and additional personnel, said Tracie Reihm, Campbell-Ewald’s executive vice president in charge of direct.

Reihm said that mass-market directed TV and print are still key to any campaign, but marketers can no longer think “one dimensionally.”