UM and MRM Link Direct Response With Other Media

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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.

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