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Frank Nichols has joined direct-response media buying agency Mercury Media as vice president of media strategy. In this newly created role, Nichols will collect and interpret transactional information to identify, track and pinpoint customer demographic “hot segments” to maximize clients’ marketing results. Previously, he was senior vice president of media services at Euro RSCG Retail. In that position, Nichols developed advanced targeting applications for the shop’s retail broadcast advertisers. Based in Santa Monica, Calif., independent Mercury Media works with traditional retailers and Fortune 1000 companies to integrate DRTV strategies into their overall advertising campaigns.
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