Venture Provides National Reach, Service to Entrepreneurial Shops; Seasoned Media Executive Larry Orell Joins as Managing Director
NEW YORK, NY--(Marketwire - February 1, 2011) - Independent media agency TargetCast tcm, the leader in total communications management, is launching a new service created to bring the in-demand resources and reach of a national media agency to leading independent agencies across the country. TargetCast tcm co-founder and chief executive officer Steve Farella announced the debut, and the participation of imc2 and MMB as launch partners, today.
The new TargetCast unit provides independent agencies with a host of media resources including: research, strategic planning as well as buying for all media, from digital display, search, TV, print, radio, out of home and more -- effectively bringing media "in-house" at partner shops.
"Our goal is to become the preferred national media partner for leading independent agencies across the country to help them reach a new level of client base and accelerate business growth. As the dominant media drivers transition to digital, and as mobile grows in importance, agencies and clients need counsel and service from someone who will join them in the trenches. We'll be there, by their side," said Farella.
Inaugural partner agencies imc2 and MMB are frequent collaborators of TargetCast tcm. imc2, a leading independent agency with expertise in cultivating relationships between brands and people, counts P&G, Pfizer and WorldVision as clients. MMB, founded by former Hill, Holiday executives Fred Bertino and Jamie Mambro, handles such accounts as Subway, ESPN and Tractor Supply Company.
"Partnering with TargetCast on this new venture will add heft to our media buying and planning capabilities for clients. We value TargetCast as a strategic partner and admire their forward-thinking vision in this ever-evolving media landscape," said Doug Levy, chief executive officer of imc2.
Bertino added, "We've turned to TargetCast on multiple occasions for partner alliances on select clients and had great experiences. We work together seamlessly and with great mutual respect."
Heading up TargetCast tcm's new division is industry veteran Larry Orell. Most recently at WPP Group's MediaCom, Orell spent nine years at Interpublic Group of Cos' Initiative, first as General Manager, New York, and then as COO. Prior to Initiative, he worked for The Lord Group. Over 17 years, he held a variety of positions, including managing the agency's IBM business.
"Larry's breadth and depth of knowledge of all kinds of communications platforms as well as his astute account management skills are humbling. He's got terrific insights into how we can leverage our expertise and experience and a real entrepreneurial zeal, which truly came alive during his later years at Initiative," said Farella. Orell will join the agency on February 15th and will report to Farella.
Orell said, "I have always been of a fan of TargetCast tcm and Steve and Audrey's management team -- as an agency they bring a high level of personal commitment to their clients' success. I am excited to get to work."
About TargetCast tcm
TargetCast tcm is one of the country's largest privately held media agencies. The agency provides total communications management to strong independent brands, including Pfizer Consumer Healthcare, hotels.com, Expedia.com, New York Life Insurance and AMC TV. TargetCast was co-founded by Steve Farella and Audrey Siegel, who were named Media All-Stars by Mediaweek magazine in 2010. Media Magazine named TargetCast tcm the Independent Media Services Agency of the Year in 2010, and the firm has been ranked among the fastest-growing private companies in the U.S. by Inc. Magazine three times in the past four years. For more information, visit www.targetcast.com