Network absorbs marketer

By DITA DE BONI

New Zealand's largest direct marketing agency has been absorbed into its parent's new global agency.

Aim Direct, with offices in Wellington and Auckland and annual billings of $38 million, has become part of the Proximity worldwide network - owned by BBDO - and will be known as Aim Proximity.

London-based Proximity, which is absorbing all BBDO agencies dealing in direct marketing, interactive, database and customer management services, was launched on September 2. It is the sixth-largest global direct marketing network, with billings of over $US1.2 billion.

In New Zealand, BBDO owns Aim Direct through its holding in the Australasian Clemenger Group. Auckland-based Colenso advertising, Wellington's Clemenger advertising and Aim Direct are all part of Clemenger BBDO.

Aim Direct oversees some of the country's largest direct marketing accounts, including Telecom, Toyota, Shell, the TAB and Fly Buys.

Executive chairman Bill Gianotti said the word Direct in the company's old title did "not do justice to all the things we now offer, including interactive and customer relationship management." Proximity connoted being closer to clients, stakeholders and brands.

A new interactive agency, IQ Interactive, was also announced as part of Clemenger New Zealand's operations.