MediaCom's Lim Expands DR Reach

jason-Lim

WPP Group's MediaCom said it had a new head of its massive DirecTV account, who will also oversee direct-response advertising at the agency. Jason Lim joins from Halogen Response Media.

Lim will hold the newly created post of managing partner, director of direct-response marketing. Halogen is part of Starcom MediaVest, and he was a senior vice president there, overseeing accounts in the DR arena such as CapitalOne and Comcast, a DirecTV competitor.

Leadership of the DirecTV account includes overseeing heavy spending on high-profile sportscasts as the satellite provider plugs its "NFL Sunday Ticket." It also trumpets its HD lineup and has a growing 3D one.

MediaCom said Lim will work with DR operations at GroupM, the WPP unit that serves as a central nervous system for four agencies. GroupM Direct is led by Marion Murphy, who is president.

AT MediaCom, he will report to Euan Jarvie, the U.S. COO.

"Following the rising demand for increased ROI and accountability, direct-response advertising is a growing area of importance for the industry," stated MediaCom North American CEO Doug Checkeris, who cited an effort to bring MediaCom DR expertise from abroad to the U.S.

Lim has also worked at ZPFM, OgilvyOne Worldwide and D'Arcy, Masius, Benton & Bowles.

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