Big independent barter media agency Active Media Services this morning announced the launch of Broad Beam Media Inc., a full-service performance marketing agency specializing in direct response and digital media.
Active, best known for negotiating media buys using corporate reciprocal trade -- deals that liquidate unsold goods and services and convert them into media credits used for advertising -- said BBM is staffed by 50 people and has offices in Framingham, MA; King of Prussia, PA and New York City.
Active’s Executive Vice President-National Media Melissa Keller has been named managing director and executive vice president.
Prior to joining Active in 2016, Keller was executive vice president-channel investments at Havas Media.
The company also said Beth Vendice will serve as president of BBM, reporting to Keller, but did not disclose where she was joining from.