MUMBAI: To reflect pervasive shifts in both consumer behavior and global marketing strategy better, MediaCom Worldwide is renaming its MediaCom Direct division as MediaCom Response.

When launched in 1992, the division worked primarily with clients utilising print, doordrops and DRTV to reach target audiences. A decade later, marketers began adding unique URLs to most of their efforts, and today the integration of brand, demand generation and demand conversion has become the norm.

MediaCom global chief ROI and direct marketing officer David Kyffin said, "The consumer buying journey has become immeasurably complex, and almost all communications now carry a URL, QR code or some other response mechanism. We will continue to grow our direct marketing business, but more and more of our work is with brand clients interested in achieving higher levels of engagement and interaction, and this name change reflects this new, exciting reality."

MediaCom has Response divisions in the UK, USA, Germany, France, Italy, Spain, Netherlands, Nordics, Poland, Singapore, China, India, Australia and Canada. It is also expanding the division‘s global footprint in Asia Pacific and Latin America.