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The gospel according to Andy Pakula, founder of the two-year-old interactive marketing company Orb Digital Direct, isn’t exactly popular with the media buying masses. The former agency executive preaches that clients should expect a return on investment in a medium in which the old-style cost-per-thousand has become the ordained metric. “It’s not about brand awareness,” insists the 39-year-old president and CEO. “It’s about accountability.”
With that in mind, Pakula left the new media department of Bozell, Jacobs, Kenyon & Eckhardt in 1995, and, after a brief stop at Interactive Marketing, Inc.,



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