Two independent agencies, MMB and imc2, are clients of the new service.
imc2's roster includes Procter & Gamble, Pfizer and WorldVision. MMB, founded by former Hill, Holiday executives Fred Bertino and Jamie Mambro, handles such accounts as Subway, ESPN and Tractor Supply Company.
Orell, who was most recently at WPP's MediaCom unit, joins TargetCast on Feb. 15.