CROSS MEDIA — MARKETING MASTERS

Cross Media, based in Dallas, was founded in 1993. Its 85 employees support a client roster that includes well-known names like Hewlett-Packard, Blue Cross Blue Shield, Sara Lee, HBO, EDS and Texas Instruments—as well as an even longer list of small- and mid-sized companies.

In 2003, Cross Media’s president, Jeff Bradford, realized that innovation would drive company growth. After some market research, he came to the conclusion that clients preferred to deal with as few vendors as possible. In addition, layoffs were forcing marketing professionals to get more done with fewer resources—and upper management was demanding measurable ROI on marketing programs to justify expenses.