Taps Impiric

NEW YORK — has awarded its estimated $20 million account to Impiric, the direct-marketing division of Young & Rubicam.

The New York-based client had narrowed its search in December to three finalists–Grey Worldwide, D’Arcy Masius Benton & Bowles and OgilvyOne, the direct-marketing division of Ogilvy & Mather [Adweek, Dec. 11]. At the time, the client was said to be spending $40 million, but both Impiric and client representatives put the media spend at closer to $20 million.

A decision on the account had been expected in December, but the client was in the process of hiring David Hirschler as vp of global marketing. When he came aboard in January, the review was opened up to other undisclosed agencies, sources said [Adweek, March 12].

In a statement, Hirschler commented on the importance of marketing the company. He said that was ready to expand its reach, both geographically and in terms of service, so it desired a marketing company that could focus on such things as execution and ROI.

Hirschler joined in January after one year as vp of marketing for, a workplace Web network. He has also held marketing positions at Unilever and Y&R clients Kraft and Colgate Palmolive.

Impiric will also handle media planning and buying duties formerly handled by New York shops Schoenfeld Partners and Carat, respectively.