Initiative Media Forms New Direct Response Unit

Initiative Media North America, looking to blend direct response media into its arsenal of services, is launching IM2, a new unit that claims $400 million in direct response TV bil ling—35 percent of the total spent on broadcast direct response annually.

Based in New York, IM2 (which stands for IMmediate IMpact) will combine the Interpublic media agency’s direct response division, IM Direct, and its DR subsidiary, Media Direct Partners. Both will continue to exist under the IM2 umbrella, however, to avoid client conflicts.