Results-Driven Brand Response Media Buying | Media Culture

Our secret weapon is nearly 30 years in the making.

Since our founding in 1995, Media Culture — formerly known as Koeppel Direct — has existed at the forefront of change in the performance marketing industry. And as technology and media consumption has evolved, so have our capabilities. We’ve developed leading analytic capabilities, expanded our proven, nimble brand response and demand generation approaches across a variety of channels, and built a track record of success. And through it all, our clients have remained priority #1.

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1940s

Direct Response Television (DRTV) industry is founded by Al Eicoff, a copywriter in Chicago, who helped pioneer the use of “1-800” numbers on television, along with the phrase “or your money back”.

1940s to 1980

1984

FCC’s Cable Act deregulates Cable industry (around since 1948), allowing cable penetration to increase nearly 5x in the decade spanning 1979-1989 and enabling new time formats of commercial air time (from 30 seconds to half an hour) to be purchased.

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1984

Modern infomercial era begins with Herbalife launch of weekly informercials on USA Network.

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1986

Home shopping networks launch, enabling consumers to purchase products from their TVs.

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1995

Agency launches with Hair Club for Men with 3 employees in a single one-room office (now the server room of the current location).

1980s to 1990

2000

Little Giant Ladder launches with $20K test and expands to $1M a week, becoming the #1, most-aired infomercial on TV (as ranked by IMS – Infomercial Monitoring Service).

2003

Berkeley Premium Nutraceuticals launches, eventually spending $3M a week and becoming the largest Nutraceutical advertiser at the time.

2009

Agency launches most successful Medicare Part B campaign for Simplex Healthcare, becoming a leader in “Senior space”.

2000s

2010

Biz Detergent becomes agency’s first CPG client, beginning the shift and evolution of the agency away from direct response to brand response, helping to build brands in addition to driving direct revenue

2010

Agency extends brand response strategy to TurboTax, winning the agency an Echo Award

2011

Agency becomes first TV agency for Safe Step Walk-In Tubs, starting longest-running agency relationship at 12 years and counting.

2012

Agency moves away from phone number calls-to-action (CTAs) with launch of People Media (owned by Match Group). Campaign launches with exclusive brand URL CTA.

2015

Agency helps CoolSculpting launch first B2C ad campaign, resulting in its eventual acquisition by Allergen for $2.4 billion in April of 2017.

2016

Agency introduces Streaming buying practice.

2017

Agency launches Marketing Mix Modeling solution to enable cross-channel measurement of marketing spend for its advertisers.

2010s

2021

Koeppel Direct rebrands as Media Culture, repositioning as a multi-channel media Brand Response agency, specializing in TV and Digital.

2022

Abacus by Media Culture launches to help brands measure the short- and long-term impact of marketing investments across media channels.

2022

Streaming bypasses Cable as the predominant video viewership vehicle.

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2020s