Direct response (DR) television media buying leader Diray TV has helped DR brands succeed through smart, focused media planning and buying since the firm started in 1985. Now, the Wilton, CT-based company is celebrating 25 years of client success and partnership with a brand campaign that highlights its longtime laser focus on securing the best possible media at the most competitive price for its clients, while appealing to consumer retail brands considering the DR space for the first time.
The campaign includes a new office location and expansion, strengthened sales and marketing tools, fresh new logo and a website that provides easy access to case studies, proprietary media planning technology and agency information. The new tagline, Buying Media that Sells, reflects the straightforward and direct business philosophy on which the agency was established, and will continue to build on in the future.
“We’ve flown under the radar for the past 25 years with everyone except our clients and media partners,” says founder Jim Balitsos. “We’re grateful for the long-standing relationships we’ve built with them, our employees, industry colleagues and friends. We want to pause for a moment to celebrate the success we share with them.”
In the past six months, the agency has strategically added professionals at the senior executive level to foster growth in emerging technologies. Spearheaded by the addition of Matthew Gregor as director of emerging technologies, Diray TV continues to provide measurable results, staying ahead of the curve as the roles between TV, mobile and web shift.
Diray’s “new” branding is also designed to educate traditional consumer retail brands about how to enter and achieve success in the DR world. “Consumer retail product marketers are looking for new ways to reach target consumers and they are starting to recognize the power of DR,” said Balitsos. “Our work behind Spin Direct’s toy campaign is a great example of how we took a consumer retail brand and helped them achieve significant success using DR. We’ve been effective in so many DR categories – such as toys, beauty and kitchenware – that we’re in an ideal position to guide retail marketers in these categories into DR.”
Diray’s rebranding points to a new direction, but the campaign is equally focused on raising the bar with traditional DR marketers. The agency continues to lead the way in delivering measurable bottom-line results by integrating new marketplace and technological trends into its software and tools. “We are setting our marketing sites wider, but our number one priority is our existing client base,” said Balitsos.
DirayTV is more vital than ever after more than two and a half decades helping marketers sell a diverse group of products. “Through good and bad economies, with large or limited budgets, we help you sell,” Balitsos adds. “This new campaign brings our successes to the forefront. However, the goal remains the same, buying media that sells.”