ID has billings of £70m, with work coming from new business and from its parent companies' existing clients such as Norwich Union, Orange and Wanadoo. ID is short for "identification", the proposition being to identify the key customer and tailor the communication solution to them.
Managing director Marc Caulfield joined at the start of the month from All Response Media, where he was a director. Previously, he was managing director of Walker Brann Direct Media.
Caulfield described ID as having the service and culture of a standalone business with the resources and leverage of a multi-disciplined communications group.
He heads a 10-strong team offering media planning and buying and data buying and analysis, working out of Initiative and Brand Connection's Eccleston Square offices in London's SW1.
Jerry Hill, Initiative UK & Ireland group chief executive, said: "The increasing trend towards the personalisation of media is challenging the traditional communication model and increasing advertiser opportunities."
In July, BLM launched a direct media specialist division called BLM Future Direct.
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