St. Louis Legacy Media Agency, DICOM, Purchased by True Media

Posted on January 11th, 2022 by True Media
Deal Makes 30-Year-Old Media Buying Agency Part of Fastest Growing Independent Media Groups in North America

St. Louis’ longest running media agency will begin an important new era at the end of January. DICOM Marketing Services, the three-decade-old media buying agency has been purchased, it was announced today, for an undisclosed sum by True Independent Holdings, one of the fastest growing media groups in North America. Following the successful closing of the acquisition on January 31, 2022, DICOM will become part of True Media, the flagship media buying and planning agency within the True holdings group.

Effective February 1, 2022, all DICOM management and employees will join True Media and relocate to the agency’s St. Louis office located in the Westport area. The deal requires no layoffs and will bring the total True Media headcount to over 175 media strategists, planners, analysts and buyers across six offices, including Columbia, MO; Kansas City, MO; St. Louis, MO; Minneapolis, MN; Toronto, ON; and Calgary, AB. DICOM co-founders Jim Steward and Dave Travers will join the new, combined True Media leadership team.

“DICOM has been a recognized name and real force in shaping the media strategies and growth for St. Louis-based companies and other businesses across the Midwest for 30 years,” said Jack Miller, chief executive officer, True Independent Holdings. “Jim, Dave and their whole team have built an enviable reputation for long-term client relationships, stellar service and consistent success. Those are values we obviously share at True Media but beyond that this agreement makes total sense as we strengthen our group of media strategy, analytics and digital agencies to provide even greater value and services to our growing client portfolio.”

DICOM becomes the third agency purchased by True Independent Holdings as part of a nationwide strategy to grow an integrated group of specialty agencies able to offer integrated media strategy, programmatic, analytics and buying services to a growing list of industry leading clients in finance, healthcare, tourism, agriculture, retail, and CPG.  In addition to True Media, the holding group also includes the digital programmatic agency Coegi, recently ranked as one of Adweek’s top 75 fastest growing agencies, and data analytics specialty agency RADaR.

The move also follows the appointment in October 2020 of new True Media president Preston Waller. Waller’s first year saw across the board organic client growth and a focus on senior talent development. In late 2021 appointments included Nisha Chandrashekar, who joins True Media as the firm’s first director of performance media – a new role that highlights True’s focus on driving quantifiable success for all clients. At the same time, True added senior leadership team personnel including Brian Kieser as activation strategy director and Mike Oelhafen as associate media director. 

“We share a common vision for excellence with Jack and his whole team at True Media,” said Jim Steward, partner at DICOM. “But more than that, as we transition over the coming weeks and months, each and every one of our, formerly DICOM, clients will enjoy access to an increased bench of industry-leading talent, national and global capabilities and an even greater ability to negotiate and buy the best media solutions to help their businesses at scale. It’s a win win all-around.”

True Media was founded in 2005 and is the flagship media agency in the True Independent Holdings group. DICOM was founded in 1989. For more information visit

About True Media (

True Media was founded in 2005 with a simple mission: creating strategic, innovative and impactful ways to connect clients with their customers in the evolving media landscape. Starting as one office, True is now a network of six locations across North America, delivering best-in-class media and engagement programs, strategic partnerships and a combination of the power of big agency buying with start-up entrepreneurial flair. Each client program is tailored, custom and designed to immediately ignite business results where they matter most.

About True Independent Holdings (

True Independent Holdings is one of the leading, privately-held, fiercely independent marketing companies in North America. We invest in and help develop other entrepreneurial marketing and communication companies with unique go-to-market strategies. Our portfolio of firms includes some of the industry’s top experts who specialize in targeted marketing and media segments. Collectively, our companies provide marketers with the ability to collaborate and access best-in-class services by leveraging technology, data analytics, and a deep understanding of consumer behavior in order to help grow business for clients. Our structure enables the companies in our portfolio to exist independently, yet collaborate when needed in order to meet client needs. This integrated approach ensures our clients receive more holistic and effective solutions in less time, from true experts.