Fergus O’Daly, who developed Poppe Tyson into a noted interactive agency,
spearheaded Bozell’s investment in Doubleclick and led CKS’ East Coast
operation, has invested in and taken an advisory role with ORB Digital Direct.
“ORB solves the most pressing needs of e-commerce, retail, and direct
marketers today,” said O’Daly, now managing partner of Fergus O’Daly Associates. “ORB
knows how to make Internet advertising pay off, with real-time optimization of
sales results, transaction media buys and integrated creative that makes messaging
prospects by time of day, events, and holidays an efficient, database driven
“Fergus brings to ORB his unparalleled knowledge of how marketers can best
leverage interactive media, and significant experience managing rapidly
growing Internet businesses,” said Andrew S. Pakula, president. “Fergus and I were
always focused on accountability when we were both part of the Bozell family, and I
am honored to be working with him again as we continue to build ORB.”
Pakula was formerly senior partner and co-director of the Interactive group at
Bozell in 1994. Details of the financial investment were not disclosed.
Founded in January, 1996, ORB is a privately held interactive e-commerce and
direct marketing company that develops transactional campaigns for direct selling,
database marketing , lead generation, couponing and driving traffic to retail sites.
ORBit 4.0, the company’s interactive transaction system, is an end-to-end solution that
produces real-time online transaction campaigns, database driven creative, automated
media planning, central ad serving, transaction processing, tracking and