MediaCom establishes dedicated online team

By LEXIE GODDARD, campaignlive.co.uk, Monday, 29 November 1999 12:00AM

MediaCom TMB has gathered together six of its planners, buyers and researchers to run a division devoted to handling internet campaigns.

MediaCom TMB has gathered together six of its planners, buyers and

researchers to run a division devoted to handling internet

campaigns.



The unit, called Media.com, will be fronted by Barry Cree, a MediaCom

director of five years who has worked on the Warner Brothers and

Smith-Kline Beecham accounts.



Media.com will only take on online media briefs, working closely with

the agency’s traditional media planners and buyers if clients want

integrated media drives.



MediaCom has around 40 clients that spend on online advertising. The

bigger spenders include SmithKline Beecham, Nokia, Tag Heuer and the

music and video giant Universal.



According to Cree, the agency is also being ’inundated’ by smaller

companies requesting online campaigns or wanting advice about

advertising on the net.



Cree has recruited five traditional media agency staff to run the

department.



Account director and new-media expert Graham Phillips has been pulled in

to handle Media.com’s large clients, while print buyer Michelle Gilmore

will handle new-media buying.



Media.com’s planning will be taken on by planner Gareth Mulryan while

former PA Vicky Ruddick becomes the ’eyes and ears’ of the unit by

conducting research into what is on the net. Finally, Cree is to hire a

full-time data analyst who will sit in the agency’s response-analysis

unit.



MediaCom has already launched Media.com units in Germany, France, Sweden

and Denmark and Cree has a seat on the European Media.com board.



Cree said the opening of a Media.com department in the UK was in

response to the rapid growth of the internet and daily emergence of

e-commerce ventures.


’There is so much business out there that we are turning away

invitations to pitch from ISPs,’ he explained. ’Also, just one of our

companies - MediaCom Direct - predicts that 20 per cent of its campaigns

will be online within five years.



’The direct side of MediaCom bills around pounds 80 million a year so

that makes you realise that the internet needs to be taken seriously.’



This article was first published on campaignlive.co.uk

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