Allen & Gerritsen launches New Model Army

Allen & Gerritsen, a Watertown advertising agency, said it has launched a unit called New Model Army.

New Model Army will be led by managing director Basil Dixon, and it will provide "channel connection strategy to advertising agencies and their clients," the agency said in a press release

"Capabilities include audience intelligence, competitive intelligence, connection planning, social network strategy and execution, emerging media planning and buying, digital and traditional media planning and buying, sports marketing, event marketing and analytics, and consulting," the press release also said.

The press release included a statement from Dixon.

"The old media metrics of rating points, reach and frequency, and cost per thousand are at best, inputs," Dixon said. "We live in a world where what matters are outcomes, essentially conversations about your clients' brands and contributions to their business."
(By Chris Reidy, Globe staff)