Initiative Media and Draftworldwide Form Direct Response Media Venture

NEW YORK — Promising to build the industry’s largest direct response media unit, Interpublic Group of Cos. shops Initiative Media North America and Draftworldwide, both New York, have created ID Media though a joint venture engineered by IPG’s The Partnership group.

The intention behind ID Media, which begins its existence with $400 million in billings, is to leverage the collaborative strength of companies in The Partnership, including Initiative Media and Draftworldwide, as well as Lowe Lintas & Partners, Bozell-NY, Carmichael Lynch, and Deutsch.