Integrated promotion agency Source Marketing on Wednesday said it’s teaming with two executives from direct marketer Brann Worldwide, to create eSource, a new agency dedicated to driving traffic to dot-com clients.
Online bank WingspanBank.com and small-business marketplace Onvia.com have signed on as charter clients.
Mark Toner and Rich Feldman, who were senior executives of direct marketing agency Brann Worldwide, will be managing partners of the new company, which will operate independently of Source Marketing, but will be able to draw upon its resources.
“A traditional television commercial or print ad may create a temporary spike for an online brand,” says Toner, “but building and sustaining brand value in a fiscally-responsible way requires a more sophisticated and actionable mix of marketing approaches.”
“We’re doing something very unique here — a hybrid blend of promotion, specialized media, direct and guerilla marketing,” adds Feldman.