Inter/Media Taps Former Initiative DR Specialist

After leaving Initiative Media earlier this summer, Lucy St. George has landed in a smaller pond.

St. George, who has more than 25 years of experience in the business, has joined Inter/Media Advertising as evp of new-business development/client services. It is a new position for the Encino, Calif., agency, which projects billings this year of more than $100 million.

“It’s a wonderful opportunity to be with an independent company that is investing in the technology to continue to grow this business,” said St. George. “They’ve made a significant investment in their proprietary tracking system, which is going to set Inter/Media apart from all the other companies.”

At Initiative in Los Angeles, where she spent 10 years, St. George served as evp and managing director of the direct response division. She oversaw $200 million in billings and a national staff of 60 people.

At Inter/Media, a 45-person shop that works with such clients as the U.S. Army, WellQuest and IndyMac Bank, St. George will develop new business, particularly in the service industry. She assumes those duties from chairman Sydney Yallen and president Robert Yallen. She is third in command at the shop, reporting to Robert Yallen.

The shop hired St. George following a national search. The decision, Robert Yallen said, was based on her “wonderful contacts and stellar reputation, vast knowledge of direct response, as well as general and strategic thinking and expertise. We felt she fit into our company from a managerial-style and work-ethic [standpoint].”

Robert Yallen said he got to know St. George while competing against her over the past 10 years. “We butted heads nicely,” he said. “It’s nice now that she’s on our side of the fence.”

For many clients, Inter/Media uses its proprietary AccuTrak lead and sales tracking system, which can identify and attribute individual customer calls and reveal which media venue prompted them.