ID Media Drives ROI With New Director of Media Intelligence

Jun 08, 2009, 10:24 ET from ID Media

Fiona Lam, Ph.D. Candidate in Psychology, Will Mine Consumer Response Data

NEW YORK, June 8 /PRNewswire/ --

WHAT: ID Media, the largest direct response and digital media services company in the country, today announces that Fiona Lam has been appointed Director of Media Intelligence. In this newly created role, Lam, a Ph.D. candidate, will enhance ID Media's advanced ROI value proposition by bringing her psychology background to the agency's robust data analytics practice.

ID Media is the largest buyer of response television in the U.S., a healthy sector of the advertising business because of its measurability and accountability. By driving consumer engagement both on the Web and to phone centers, DRTV campaigns generate vast quantities of data. In 2008, for example, ID Media analysts culled insight from consumer responses drawn from some 450 campaigns and 70 active clients.

Lam will combine her expertise in media planning, research and advanced analytics with the application of her psychology background to better understand patterns, habits and core motivations that drive consumer response and purchase behavior.

As the Director of Media Intelligence, Lam will serve several functions for ID Media, the first of which will be expanding ID Media's client-neutral center of research. Lam will lead in-depth cross-client studies tapping ID Media's vast data warehouse as well as syndicated research to produce actionable insights to increase ROI. Lam will also play a key role in supporting ID Media's account planning functions by enhancing target audience profiling and identifying untapped growth areas for clients.

"Fiona is a rare media practitioner because she is able to understand consumer behavior through the dual lens of both psychology and empirical data," says Lynn Fantom, CEO, ID Media.

"It's very satisfying to apply my passion for depth psychology, as well as my love of numbers, to move consumers from brand awareness to brand action" says Fiona Lam, Director of Media Intelligence, ID Media. "My role is to improve ROI by knowing more about the consumer, especially why and how they respond."

HOW: As the center of ID Media's Intelligence practice, Lam will actively access ID Media's vast warehouse of proprietary empirical data spanning seven years, as well as syndicated and proprietary market and media research. Lam will work in alignment with a number of experts within IPG and Mediabrands to establish best practices for analytics and support the ID Media teams in the real-time, real-world application of findings.

WHO: Fiona Lam brings over 20 years of media experience across many categories, including technology, travel, packaged goods, health and financial services. Lam moved from ID Media Los Angeles to the New York headquarters in her new role as Director of Media Intelligence. Prior to joining ID Media, she gained valuable expertise in media roles at agencies such as BBDO, O&M Direct, and DDB Direct.

Lam holds a Masters degree in Depth Psychology from Pacifica Graduate Institute, where she is a Ph.D. candidate. Lam is currently finishing her dissertation about timelessness in the psyche. She has a bachelor's degree in English from Sarah Lawrence College.

About ID Media

ID Media guides leading advertisers on how to manage their media investments in today's fast-changing marketplace. The company, which is the largest direct and digital media services company in the country, delivers the best possible ROI because of its superior rates, research resources, and reporting systems. ID Media serves clients including American Express, Brink's Home Security, CA, HBO, Johnson & Johnson, Kaiser Permanente, Nikon, SC Johnson, Sandals & Beaches Resorts, and Verizon from locations in New York, Chicago, and Los Angeles. In 2008 ID Media was recognized in Crain's New York Business as one of the 50 Best Places to Work in New York City. A member of Interpublic Group (NYSE: IPG), ID Media also received IPG's "Excellence in Employee Partnership" award for diversity and inclusion in 2009.

About Mediabrands

Created by IPG to manage all of its global media-related assets, Mediabrands employs 6,500 communications specialists operating in 90 countries and manages $30B in global media billings. It is a proven entity in helping clients maximize the impact of their marketing investment to deliver explosive business results. As the worldwide support center, Mediabrands enhances the communications offering and performance across its network of media agencies including Initiative, Universal McCann, MAGNA and a roster of diversified service groups including ID Media. Mediabrands is part of Interpublic Group (NYSE: IPG), one of the world's leading organizations of advertising agencies and marketing services companies. For more information, please visit