Ten United + Razor & Tie = DRTU

CHICAGO Independent agency Ten United has partnered with New York production company Razor & Tie Media to create a direct response television division, DRTU.

“As marketers become more and more focused on advertising ROI, direct response is clearly emerging as an essential strategy,” said Rick Milenthal, chairman of Pittsburgh-based Ten United. “Direct response should be a part of nearly every media mix.”

DRTU, which is short for Direct Response @ Ten United, began when the two companies started working together on a project for Elmer’s Squeeze ‘n Brush glue product. The unit is already at work on another project for Better Than Ears, an animal treat developed by Ten United client DAD’s Pet Care.

John Bajorek, a vice president and group account director at Ten United, will manage DRTU, while Razor & Tie vice president of development Roger Tashjian will lead its new business efforts. Financial details of the arrangement were not disclosed.