DALLAS In an effort to better serve the midsize market, Fogarty Klein Monroe has launched a new media division called Targeting Group, the shop said.
The unit of the Houston-based agency will focus on providing full-range media capabilities to midsize companies with ad budgets ranging from $3 million to $75 million, the shop said.
"There was no middle ground for clients who weren't big enough for the huge agencies, yet were too large for the independents," said Targeting Group managing director Kyle Allen. "We saw an opportunity to provide a more sophisticated, strategic approach for these clients to deliver the results they need."
FKM said its media unit, led by executive director Larry Kelley, would offer sophisticated analysis tools to help gauge accountability and measure ad response and awareness.
"Accountability is key for today's companies," said Allen. "CEOs want to know what results they're getting for their money. Return-on-investment isn't an option, it's a requirement."
Targeting Group's media-buying services will include print, broadcast, outdoor and direct marketing.