'L.A. Times' Counts on Draft for DM Efforts

LOS ANGELES Following a four-month review, The Los Angeles Times has selected Interpublic Group’s Draft to craft and execute the newspaper’s direct-marketing efforts.

Draft, based in Chicago, would handle strategic planning and research for the Times‘, “primarily focusing on direct mail: acquisition, retention [and] loyalty,” said Laurie Nations, the agency’s senior vice president, group account director. She said Draft would be assisted as needed in Southern California via IPG sibling ID Media, Los Angeles.

Draft won the account in a January-February review that included “three national marketing-services agencies,” the paper said in a statement.