Zephyr Media in Alliance With DR Pros | Adweek Zephyr Media in Alliance With DR Pros | Adweek
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Zephyr Media in Alliance With DR Pros

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LOS ANGELES Independents Atomic Direct and Zephyr Media Group have partnered to offer a "complete range of direct-response agency services," according to a representative for the recently formed venture.

The alliance allows clients to take advantage of Portland, Ore.-based Atomic Direct's creative, production and management capabilities, as well as Zephyr's long- and short-form DR media buying and marketing services, the rep said.

Although Zephyr is headquartered in Evanston, Ill., the agencies expect communications to be seamless, the rep said. As added insurance, Zephyr has hired 10-year DRTV media buyer Noelle Hubler to establish and oversee a Portland branch within Atomic Direct's offices.

"The old DRTV approach was, buy as much as you can," said Atomic Direct president Doug Garnett. But as brand and retail clients turn to DRTV, he explained, strategies need to be "more isolated, more focused. We haven't had a media partner able to play into that game."

That changed, Garnett said, when Atomic Direct began sharing clients with Zephyr last year.

"We appreciated how [the] other worked," Garnett recalled. After a summer of discussion, he and his Zephyr counterparts realized they could most effectively deliver "modern DRTV clients what they need to create direct sales impact . . . as one team, all working on the same page."

According to Garnett, the formal alliance between Atomic Direct and Zephyr Media went into effect in September. The shops' combined account roster includes clients such as Rubbermaid, Farberware, Drill Doctor, Sharper Image, DeLonghi and DuPont.