Initiative Media launches direct response media marketing unit

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Initiative Media North America, the media buying and planning company owned by Interpublic Group of Cos., has launched IM2, an independent direct response media marketing unit that combines its own direct response capabilities with those of sibling Media Direct Partners. It will be led by Desiree DuMont, president and COO, formerly founder and partner of Media Direct. IM2 will be headquartered in New York and will have more than 200 employees in offices in Los Angeles, Atlanta, Las Vegas, Phoenix, San Diego and Salt Lake City. The new unit's client roster will include Glaxo Wellcome, Dell Computers, The United States Navy, Bally's Health Clubs and Roche. IM2 executives claim that the new company will represent 35% of all direct response television business in this country. Media Direct Partners is competing for the $600 million consolidated GlaxoSmithKline media buying business.

Copyright February 2001, Crain Communications Inc.

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