WHAT: ID Media, the largest direct response and digital media services company in the country, today announces that
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
"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
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.
Lam holds a Masters degree in Depth Psychology from
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
Created by IPG to manage all of its global media-related assets, Mediabrands employs 6,500 communications specialists operating in 90 countries and manages
SOURCE ID Media