• by Gavin O'Malley  @mp_gavin, March 15, 2011

Adding to its growing network, DIGO Brands this week debuted Proove Accountable Media -- a new agency betting on unique targeting capabilities and analytics to attract clients.

To head up the new agency, DIGO has brought on Adam Lutz, formerly associate media director of NEO @ Ogilvy. Lutz joins Margot Vaughan, who will serve as Proove's associate media director, along with three yet-to-be-named media planners.

To illustrate Proove's potential value to clients, Lee Goldstein, president of DIGO, pointed to its custom reporting dashboards. "Not only are they detailed down to placement/keyword level granularity, but they have insight into outside marketplace events and how they could be impacting the performance of the paid media related activity," he explained to Online Media Daily in an email.

Regarding its outside insights, Goldstein added: "Aggressive optimization across all pieces of media is key, but it is important to realize outside factors that could be driving certain results and they are often overlooked."

As Lutz put it: "Proove seeks tangible business results using key performance metrics that focus on the engagement of the right audiences in the most cost-efficient ways."

According to Goldstein and Lutz, Proove will pursue an integrated media strategy through full-service offerings across multiple channels, including offline and digital.

While Goldstein believes all sectors can benefit from Proove's expertise, the agency will focus on "middle market growth companies, which rely on marketing directly to drive their businesses."

Under New York-based DIGO Brands, Proove will exist as a sister agency to DiMassimo Goldstein, a brand, advertising, direct and digital agency founded in 1996.

Proove is also launching with four clients, the names of which have yet to be released.