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LOS ANGELES Independent RPA has established a direct response television media planning and buying division. Leticia Lopez, manager of direct response media, will head the new unit, the company confirmed.
Lopez was most recently an account supervisor at Carat USA, Los Angeles, and worked in direct response at Western International Media (now Initiative).
“RPA is dedicated to client partnership,” said Lopez. “The introduction of DR at RPA fits into the shifting marketplace of accountability. Major brand advertisers are seeing what DR can do for them, particularly in the area of insurance, financial services and healthcare.”
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