Real Time Direct Renamed

NEW YORK — Media Planning’s direct-response unit, Real Time Direct, has been rechristened Media Planning Direct to emphasize the increasing development of the 2-year old company.

The change reflects an attempt to employ Media Planning Direct’s capabilities throughout the holdings of its Paris-based parent company, Havas Advertising, said Steve Farella, Media Planning CEO and an executive board member of Media Planning Direct.

The announcement is intended to enhance Media Planning Direct’s profile as well as its billings, currently $60 million.