The integrated agency already offers direct marketing, alongside advertising, digital and promotional marketing, but wants to raise the profile of its below-the-line offering as part of a strategy to provide a fully integrated service in response to client demand.
According to Segura: "Collectively, we can shake up the rather underdeveloped integrated promise and deliver campaigns with real 360° insight and execution."
He said it was Billington Cartmell's intention to create noise and market cut-through by offering a differentiating pricing proposition that offers a mix of fees and payment by result.
Segura said he was "hugely impressed" with Billington Cartmell's ambition to establish a "bullish" direct marketing offering, with a team of talented individuals many from client side backgrounds with "significant brand marketing experience".
Segura's initial task will be to build a DM division and develop a range of services to suit clients' needs.
"Our confidence in being able to over-perform against expectations, due to our proven skills in strategic planning model and campaign implementation, has encouraged us that this is a viable offer to clients," he said.
Segura is currently recruiting additions to his team and will be announcing other hirings from "well-known agencies" in the next two months.
Segura joined Dunnhumby Cinnamon when it launched in March 2002 from Joshua, where he was a board account director. Before Joshua, he worked at Wunderman Cato Johnson.
Billington Cartmell was founded in 1990 as a marketing communications agency. It now employs 55 staff at its Kings Road-based offices.
The agency's renewed DM focus has already seen it launch a number of campaigns including work for Dairylea and Carlsberg. It recently launched a field marketing division called Closer.
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