Besides, direct marketing is gradually killing the advertiser-support model anyway.
To encourage co-operation he has pooled the accounts of the agency's biggest divisions, advertising and direct marketing.
For example, some of the world's largest retailers have been using customer data successfully for direct marketing campaigns.
British Dictionary definitions for direct marketing
selling goods directly to consumers rather than through retailers, usually by mail order, direct-mail shot, newspaper advertising, door-to-door selling, telephone selling, the internet, or television home-shopping channels Also called direct selling