Genesis Media is redefining itself as a ‘media communications company’ and moving away from the more narrow labels of media buying and media management.
Bruce Claassen, president and ceo of Genesis Media, says the range of products offered by the company, and its focus on client services, are evidence of its new persona.
He says a restructuring of the company has put the client services group in the centre of the operation surrounded by various product groups where client services can draw on the specialties needed for individual accounts.
These services include direct response from Genesis DR, research from the Media Consulting Group, Web development and management from Planet Genesis and marketing and sales of Web space through interactive marketing company Clickthrough.
Clickthrough has been incorporated as a separate company with Planet Genesis as one of its divisions. Jay Aber, most recently with DoubleClick Canada, has been hired as its president.
Genesis has been hiring senior people for its other divisions as well.
Ken Aber, who most recently was handling the Labatt, Swiss Chalet and Harvey’s accounts at Harrison Young Pesonen & Newell, has signed on as vice-president of client services.
Evelyn Ewert has joined the company from Media Buying Services to head up the unit that services u.s. agency Arnold Communications and its accounts, Volkswagen and the newly-won Ocean Spray business.
Genesis handles media buying for eight advertising agencies, the newest being O’Rourke Communications of Toronto and its client roster, which includes Henry Birks & Son, Carrier Canada, Color Your World, and True Value Hardware.
One of the more visible signs of Genesis’ growth is its move into the Vancouver market last month.
The new operation is being run by industry veteran David Stanger, former senior vice-president of interactive services and business development for BBDO Canada, as executive vice-president, managing director.
Joining him is Bill Fitch, media manager for Genesis Vancouver, and most recently associate media director at BBDO Vancouver.
Some media buying for Volkswagen and Xerox, along with a new undisclosed piece of business, is already being handled in Vancouver.
Claassen says media buying won’t be the only revenue source for the Vancouver operation which soon plans to offer a full suite of Genesis services to that marketplace.
