Cash Plus Media Tries New Name, Direction

CHICAGO Cash Plus Media Services, a unit of Interpublic Group agency Campbell Mithun, is changing its name to Compass Point Media to reflect how it has expanded beyond its local media buying roots, according to the shop.

“As our clients and client list have grown, we have grown with them and we now work in all media nationally and locally to help clients succeed through marketing communications,” said Dick Hurrelbrink, CEO of the unit. “The change reflects our growth and commitment to all types of media work.”

The unit will remain an independent subsidiary of Minneapolis agency Campbell Mithun, Hurrelbrink said. Cash Plus clients include Dish Network, Toro, The Hartford and Great Clips. The company takes its name from imagery developed by the agency’s founder, Ray Mithun.

“It pays tribute to the Campbell Mithun family and provides us a new identity,” Hurrelbrink said.

Cash Plus began 30 years ago as a division of the agency with a programming strategy used in local television. But as the media landscape has changed, so have the unit’s duties, Hurrelbrink said.

“We have considered the name Cash Plus to be a method of going to market for spot television rather than a company name,” he said. “We don’t just do spot television anymore; we do all aspects of media and planning.”