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Williams Direct is the new name of Williams Worldwide, following Century Media's agreement to acquire the Santa Monica, Calif., direct response TV agency and media buying service. Terms of the deal with Century Media, a venture capital company, weren't disclosed. Williams founder and President Katie Williams will be chairman emeritus of the new company. Exec VP Gerald Bagg will retain that post. Williams Worldwide Television, the international marketing arm of Williams, will remain independent, headed by Ms. Williams.

Herbert G. Birch Services, a non-profit human services organization, on May 9 ran a 15-second direct response spot featuring an 800-number during CBS' popular "Touched by an Angel." Draft Worldwide, Chicago, met the challenge of including a toll-free number in a national PSA during a show that pulls 13 million viewers by partnering with call center giant Convergys Corp. to handle the estimated 16,000 to 20,000 calls expected.

Health Resource Publishing Co., St. Louis, added the Walgreen Co. drugstore chain to its Health Resource Network, which publishes the "Health Resource Newsletter," customized marketer information that's included with consumers' prescriptions. With the nationwide rollout into more than 2,500 Walgreen stores, the Health Resource Network encompasses more than 10,000 retail locations. The "Health Resource Newsletter" is tied to more than 25% of all prescriptions dispensed at retail, said Catalina Marketing Corp., parent of Health Resource Publishing.

Harte-Hanks, San Antonio, named Larry Franklin, 56, chairman-CEO, from president-CEO. He succeeds Houston H. Harte, now vice chairman. Richard M. Hochhauser, 54, moved to president-chief operating officer from exec VP-chief operating officer. Also at the direct marketing company, Frank A. Harvey became senior VP for the newly formed Harte-Hanks Interactive division, based in Woodstock, N.Y. He previously was director of integrated healthcare solutions-North America at Hoffmann-LaRoche.

Magma Group, Allston, Mass., in September will launch College Direct, a cooperative mail program, with an initial mailing of 500,000. Advertisers so far include Apple & Eve's Tribal Tonics beverage, Buyitonline.com and jobtrak.com. The mailing will target the 3-year-old company's national proprietary database of college students. Magma Group also does event marketing and publishes an

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