Integrated promotion agency Source
Marketing on Wednesday said it’s teaming with two executives from
direct marketer Brann Worldwide, to
create eSource, a new agency dedicated to driving traffic to dot-com clients.
Online bank WingspanBank.com and
small-business marketplace Onvia.com
have signed on as charter clients.
Mark Toner and Rich Feldman, who were senior executives of direct marketing
agency Brann Worldwide, will be managing partners of the new company, which
will operate independently of Source Marketing, but will be able to draw
upon its resources.
“A traditional television commercial or print ad may create a temporary
spike for an online brand,” says Toner, “but building and sustaining brand
value in a fiscally-responsible way requires a more sophisticated and
actionable mix of marketing approaches.”
“We’re doing something very unique here — a hybrid blend of promotion,
specialized media, direct and guerilla marketing,” adds Feldman.