SOURCE: imc2


November 17, 2010 10:30 ET

DirectBuy Names imc2 Agency of Record

Agency to Handle Integration of All Marketing Channels

DALLAS, TX--(Marketwire - November 17, 2010) - DirectBuy, the leading home improvement and furnishings club in North America, named imc2 its agency of record to help transform the company's overall marketing strategy and creative.

"It's clear that successful businesses today develop true relationships with their customers, which is a departure from most traditional advertising and marketing approaches," said Scott Powell, CEO, DirectBuy. "DirectBuy selected imc2 as AOR largely based on their differentiated relationship-building model and the alignment of our company's vision with their unique thinking and capabilities."

DirectBuy sought an agency partner to help evolve its business and brand, building on its nearly 40-year history of providing its members access to more than a million products with no hidden retail markup and focused on the vision of taking the business to the next level. imc2's success in helping companies achieve superior results by uncovering purpose and developing authentic and transparent consumer engagement were key factors in DirectBuy's selection of imc2.

imc2's responsibilities will extend across broadcast, print, online and direct marketing and will focus on sharing with prospective and existing customers an authentic message about why the company exists and how it can make a difference in the homes and the lives of its members. The agency's first assignment includes a reevaluation of the brand to better showcase how DirectBuy is providing its customers access to a better life.

Doug Levy, imc2's CEO, said, "We believe in the DirectBuy brand and what it stands for -- a powerful way for customers to buy. We are thrilled to have the opportunity to support DirectBuy in using Relationship Era principles to connect with people who share the company's passion for avoiding retailer markup and gaining access to a better life."

For more information about imc2, visit:

About Direct Buy
Since opening its first Club in 1971, DirectBuy has become the leading home improvement and furnishings club in North America -- with over 150 Clubs in the U.S. and Canada. Today DirectBuy Club is over 400,000 members strong. We work with top home furnishings and improvement manufacturers to bring you their products at the direct insider price. We take pride in working with the most trusted brands, giving our members access to quality products at tremendous savings.

About imc2
imc2 exists to advance relationships. The agency's ME + YOU marketing approach leads imc2 clients to superior financial results by cultivating sustainable relationships between brands and people. This new model for successful, purpose-driven marketing in The Relationship Era inspires imc2 to create breakthrough work in business and brand strategy, digital, social, out-of-home, TV, print, CRM, mobile and insights and analytics. With offices in Dallas, New York City and Philadelphia, imc2 works with clients including The Coca-Cola Company, Pfizer, Pizza Hut, Samsung, RadioShack, Omni Hotels and Procter & Gamble. Please visit for more information and follow the agency at

Contact Information