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BtoB

DraftWorldwide and Initiative Media form ID Media

Published on .

New York--DraftWorldwide, a direct and digital marketing company, and Initiative Media Worldwide, a media services company, have formed ID Media, a direct response media services company, through a joint venture. DraftWorldwide and Initiative Media are both part of Interpublic Group of Cos. Inc. ID Media, which was formed to aid collaboration among the agency groups, will have $400 million in billings, which the company said will make it the largest direct response media company in the industry.
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