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Future Direct division launches to service clients' growing direct-response needs.

BLM is strengthening its strategic and integrated credentials with the launch of a direct media division.

BLM Future Direct will aim to exploit the rising popularity of direct-response media, which provides greater accountability to clients.

The new division will be headed by Karen Mayer, who was previously the commercial director at the group's digital division, Quantum. Mayer will lead a team of three, comprising the communications strategist Martin Greenbank, the direct-response specialist Melissa East and the online digital specialist Nicky Smith.

Quantum will be housed within the direct operation in recognition of the growing importance of online as a direct marketing tool.

The launch of Future Direct comes in response to the agency's growing number of clients with direct response needs, such as Tele2 and Swan Hellenic, the P&O-owned cruise company.

BLM's chief strategy officer, Charlie Makin, commented: "There is a group of clients emerging that are from a direct-response world, where digital provides a phenomenal route to market, but they're not geared to handle it. Successful retail brands, Next Directory and Tesco, for example, are the ones whose digital platforms are performing."