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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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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
Media Culture launches Abacus® Multichannel Measurement Suite to help brands measure the short- and long-term impact of marketing investments across media channels.
2020s