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When it comes to traditional channels like TV, radio, print and out of home, they’re using agencies for media-buying, creative or both. Chad Crammer, vp of client services at Havas Edge, said the agency has seen a 40 percent rise in the number of DTC clients in the past year, in categories including delivery services and insurance. “There’s a lot of online entrepreneur clients who are saying, ‘OK, we’ve squeezed as much juice as we can out of digital. Where can we go next?’” he said. Some DTC companies are spreading their needs across a few agencies. Erectile dysfunction startup Roman used Havas Edge to plan and buy a TV spot in May, but used Circus Maximus for the creative. “We’ve found that different agencies have different specialties,” said Rob Schutz, co-founder and chief revenue officer at Roman. “For our TV spot, we loved Circus and their tone around Roman and our story, and how to communicate it to the world. When it came to [direct-response TV] buying, we went with a media-buying agency with deep experience in direct-response TV.” DTC companies have different needs from agencies than traditional companies. Having grown up online, DTC companies have a bigger learning curve when it comes to the offline world.
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