O'Daly Invests in ORB Digital Direct

Fergus O’Daly, who developed Poppe Tyson into a noted interactive agency, spearheaded Bozell’s investment in Doubleclick and led CKS’ East Coast operation, has invested in and taken an advisory role with ORB Digital Direct.

“ORB solves the most pressing needs of e-commerce, retail, and direct marketers today,” said O’Daly, now managing partner of Fergus O’Daly Associates. “ORB knows how to make Internet advertising pay off, with real-time optimization of sales results, transaction media buys and integrated creative that makes messaging to target prospects by time of day, events, and holidays an efficient, database driven process.”

“Fergus brings to ORB his unparalleled knowledge of how marketers can best leverage interactive media, and significant experience managing rapidly growing Internet businesses,” said Andrew S. Pakula, president. “Fergus and I were always focused on accountability when we were both part of the Bozell family, and I am honored to be working with him again as we continue to build ORB.”

Pakula was formerly senior partner and co-director of the Interactive group at Bozell in 1994. Details of the financial investment were not disclosed.

Founded in January, 1996, ORB is a privately held interactive e-commerce and direct marketing company that develops transactional campaigns for direct selling, database marketing , lead generation, couponing and driving traffic to retail sites. ORBit 4.0, the company’s interactive transaction system, is an end-to-end solution that produces real-time online transaction campaigns, database driven creative, automated media planning, central ad serving, transaction processing, tracking and optimization.