Response Magazine - January 2013

Field Reports
Lazkani DRMA Member of the Year < CONTINUED

ments, their businesses will prosper and — at the end of the day — so will we.

Q: How did the successful products you worked with during the past year fit within the overall concept behind your company? Were any of those products so successful that they changed the way you do business? If so, how?

A: We have one client that has an online
service that utilized a traditional agency
and bought their media purely on a CPM
basis. When we took over their media buy-
ing business, we did our research and
homework on what the consumer profile
was and layered that information with
our database of consumer behavior for
similar demographics. We then planned
and bought our media around the research
and Web TRAXX analysis and continued to
optimize their campaign. The end result
was a 30-percent increase in business over
the prior year and a 60-percent expansion
to other media properties, which meant
new customers because we managed the
campaign based on true accountability of
results analytics.

Q: What is your outlook for the next 12
months?
A: It’s about lifting more weights to
continue to get stronger and build more
muscle mass. Clients are looking for ways
to put their advertising dollars to work, and
I see confusion and more fragmentation
in the marketing world. It’s kind of like the
wild, wild west. But those companies that
utilize agencies that are more efficient with
advertising budgets and account for results
are going win in the long run. So off to the
weight room I go!

News Corner

> Info Tech, a software and systems integrations company, signs a full-scale IT outsourcing contract with GMI, a research and ratings company, to provide GMI all aspects of IT service on an ongoing basis, including analysis,

Commission’s (FTC) Bureau of Consumer Protection for the past three years announces that he is stepping down from the post on Dec. 31 to return to the Georgetown University Law Center. Charles Harwood, who has