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The no-nonsense tack and measurable results of direct response have made it one of the fastest-growing areas in marketing. In response, media shops have been busy becoming “customer relations managers.”
The latest move belongs to Interpublic Group’s Universal McCann, which last week launched a partnership with McCann-Erickson WorldGroup sister MRM Partners.
Dubbed the Knowledge Council, the 7-person division combines direct response with other disciplines.
UM chief strategy officer Mark Stewart will chair the council with Patricia Berns, chief marketing officer of MRM.
WORK SMARTER - LEARN, GROW AND BE INSPIRED.
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