Mediabrands Launches Local Media Specialist

In New York, media management firm Mediabrands has launched Geomentum; a marketing and media insights agency which brings together marketplace intelligence, technology and local targeting capabilities.

The new agency offers consulting, research, planning and activation for traditional and emerging channels in the so-called 'hyper-local' sector, which includes all outlets that allow clients to target customers in regions smaller than a Nielsen TV market.

It will seek to understand customer responsiveness and behaviors to media and marketing communications, and then produce insights developed through advanced statistical analysis supported by proprietary tools and technologies.

Geomentum will also use local level data, such as sales, traffic and lead generation, to build and measure ROI, and then activate plans across targeted media and markets.

The agency is led by CEO Dave Walker, who was formerly Head of Marketing for Toys R Us, Musicland and Circuit City. He is supported by an executive team with extensive client-side marketing, technology and consultancy experience.

'Geomentum starts from the premise that all sales are local. Many marketers want to align with that insight, but the complexity of such an effort has proved overwhelming, until now,' stated Walker. 'We've leveraged hyper-local data, with sophisticated technology and analytic methods to make hyper-local media considerations not only possible, but simple.'

Web sites: www.geomentum.com and www.mediabrandsww.com .