i-traffic Names Creative Director

Interactive direct marketing agency i-traffic in New York City named Brad Epstein as its creative director. Epstein will report to i-traffic CEO Scott Heiferman.

Most recently, Epstein held the position of senior vice president, group creative director at the direct marketing agency, Rapp Collins Worldwide. There he was responsible for overseeing the creative product for traditional and non-traditional direct marketing companies like Pfizer, M&M’s, Pepsi, Vanguard, and the US Navy.

“I heard the online sales ringing-up a new Golden Age for direct marketing,” said Epstein on his career shift. “And I saw an opportunity to successfully apply proven direct response tactics in this beautiful real-time medium.”

As creative director, Epstein will oversee i-traffic’s creative product focusing on demand generation and customer acquisition. i-traffic said its creative department will continue to push past the standard online ad banners to create non-intrusive direct marketing-oriented interactive units, “which will represent the ATM, the vending machine, the jukebox, and the drive- through-window for the Internet.”

“Many banners offer nothing of value to a consumer, that’s why the average click through rate is less than 2 percent,” says Epstein. “i-traffic will use banners, buttons, icons, and whatever comes tomorrow to initiate relevant conversations with online shoppers. . .”

i-traffic clients include Beyond.com,Buena Vista Internet Group (Disney), ConsumerInfo.com, Eddie Bauer, Internet Shopping Network and Memberworks.