TMP Directional Marketing has announced that industry vet Gregg Stewart will run 15miles, a new full service interactive division that “connects consumers to national brands found in local markets.” Stewart, a leading change agent in the Yellow Pages industry for 20+ years, will oversee day-to-day ops for the 75 specialists in the division, and provide strategic counsel to clients.
To Stewart, it is largely a rebranding. “A lot of people have not recognized the total investment in online and mobile made by TMP, which has been substantial in the last four years,” he says. With 15miles (which refers to the distance that 80 percent of all purchases are made), “we are taking the core asset of TMP and expanding the relationships into online and mobile.”
The new division, however, will also add to existing capabilities. For instance, it will provide Web development capabilities. “We are building some major league [level] sites,” he says. Mobile capabilities are also new. “At some point, they will be the key to growth.” In the meantime, now is the time for “trials and exploration,” he says.
Stewart — not to be confused with former IAB leader Greg Stuart — was the founder of Interpublic’s Wahlstrom Interactive, where he developed online campaigns for Sears, General Electric, Hilton Hotels, Enterprise Rent-A-Car and other major brands. Stewart was also an SVP at Fathom Online, a search engine marketing firm.
TMPDM is a New York-based firm with almost 500 employees and 15 offices in the U.S. and Canada. It is privately held by the Audax Group.