Farella Returns To Launch N.Y. Startup

Steve Farella, the former CEO of Havas’ Media Planning Group, has launched a new agency called TargetCast-TCM with the goal of attracting advertisers whose budgets range from $10-50 million.

“If you took a look at the lineup of the top media agencies, there are basically 12 shops, and you would be hard pressed to name more than a handful of clients at those agencies that have budgets under $100 million,” Farella said. “Most of those clients are neglected by the large agencies, because it’s not worth it to them.”

The New York startup offers marketing, as well as media planning, buying and auditing services.