Initiative Media North America and DraftWorldwide, sister agencies with the Interpublic Group, have launched ID Media – a Manhattan-based joint venture they boast will become the largest media unit in the US specializing in direct response.

With over $400 million in billings from day one, the fledgling aims to leverage the combined strength of its sibling agencies within IPG’s The Partnership division – among them Lowe Lintas & Partners, Bozell (New York), Carmichael Lynch and Deutsch.

Servicing existing clients such as American Express, Verizon and Johnson & Johnson, the newcomer offers media buying, real-time media tracking, media analytics, and database capabilities. Steering ID Media as chairman/ceo is Lynn Fantom, former president of Draftworldwide's New York office.

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