VentureDirect Worldwide, New York, a direct and online marketing agency, on Jan. 22 launches online media-planning and buying agency Foglight Media and Foglight's subdivision Valuable Inventory. Valuable Inventory specializes in high-volume discount media buying for broad-reach branding campaigns, while Foglight's goal is to provide more precise targeting. VentureDirect, which sells more than $150 million in media annually for clients including Amazon.com, Avis Rent A Car and Fidelity Investments, plans to leverage its buying power to find targeted and low-cost buys. Foglight routinely tests media placement and creative to gauge the return on a potential buy before the campaign rolls out.
Copyright January 2001, Crain Communications Inc.