COI Communications first to try new iMediabrief buying service

campaignlive.co.uk, Friday, 29 September 2000 12:00AM

COI Communications is the first advertiser to trial a new media buying service, which has been developed by MediaCom TMB - its media agency responsible for print - and the online media trading sales house iMediapoint.

COI Communications is the first advertiser to trial a new media buying service, which has been developed by MediaCom TMB - its media agency responsible for print - and the online media trading sales house iMediapoint.

The service, called iMediabrief, will allow advertisers to put a brief out to particular media owners and then negotiate suitable deals that fulfil the campaign brief.

This reverses the existing system, where media owners are able to put their inventory up on bulletin boards. With iMediabrief, advertisers will be able to conduct their buying negotiations online and watch their budget balance change as they trade.

Stephen Allan, the chief executive of MediaCom TMB, said that although the system is initially limited to print, it will be rolled out across other media.

Allan added: 'We have a genuine incentive to improve the efficiency of the way we go about handling the negotiating of our campaigns for our clients. We have invested considerable time with our colleagues at iMediapoint, using our buying experience and their technical expertise.'

Peter Buchanan, director of marketing communications at COI, said: 'We believe that it provides an excellent means of extending our relationship with media owners. It should enable media owners to pitch for our media budgets more quickly and efficiently.'

IMediapoint, which began trading in January, is headed by the chief executive, Jean-Louis Velaise, as well as the managing director, Andy Troullides, who is the former joint managing director of MediaCom TMB. Velaise said: 'The addition of our online briefing system will cement our position.'



This article was first published on campaignlive.co.uk

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