Chicago-based TargetCom Inc., a relationship marketing agency, has extended its operation into the Southwest with a new division based in Irving, Texas.
"Through the launch of Target- Com-Lone Star, we'll be able to focus on a market that is too valuable to overlook," said Jay Miller, president and chief executive officer of TargetCom, in a statement. "Companies in Dallas, Fort Worth, Austin and Houston, as well as the remainder of the Southwestern region . . . are looking for strong marketing agencies with proven results."
The division will be led by Ray DeYoung, vice president and group account director. Prior to joining TargetCom, DeYoung was in charge of the local office of Lowe Lintas Columbian, where he headed marketing efforts for the oil group of financial services client The Associates.
TargetCom-Lone Star is finalizing agreements with its first group of clients, which represent the telecommunications, videoconferencing and financial services sectors.
"We are actually getting lots more interest than we've even anticipated," said DeYoung. "Somebody said the Southwest is an underserved market. A lot of the big agencies tend to do it remotely . . . via plane flights and there's nothing like being there."
Nonetheless, DeYoung said the Texas office may rely on creative work from Chicago to serve local accounts until the division has enough business to warrant full-service staffing.
TargetCom's $58 million parent company also operates an office in San Francisco called Bang!zoom and one in St. Louis called Etelligence. The TargetCom name was used for the Texas division because officials felt the name had "brand equity" in the area, according to DeYoung.