Giuseppe Bellanca, who managed group sales for a clutch of Reed
Business Information websites, has joined US-based online advertising
agency Flycast Communications to set up its UK sales operation.
Bellanca is recruiting a sales team for the company’s new UK
headquarters in London’s Mayfair. Based in San Francisco, Flycast
launched in Europe in October, establishing offices in Stockholm and
Hamburg as well as London (Media Business, 25 October). It is not yet
known how many staff Bellanca will appoint.
Bellanca was previously group sales manager for RBI’s Cool Web Jobs,
Computer Weekly.com and Freelance Informer sites, heading a 32-strong
sales team. He brought in advertisers such as NatWest, Oracle and Cap
Gemini. Before that, he was RBI’s first dedicated new-media sales
He joins Flycast as UK country manager.
As well as running the UK sales team and approaching local advertisers,
Bellanca will be responsible for signing up new websites to the agency’s
Henrik Smith, who heads Flycast’s European operations, said Bellanca had
’an outstanding record in new-media sales’ and was already attracting a
’huge amount of interest in the Flycast online advertising model’.
Flycast provides clients with direct response advertising on a network
of more than 1,000 high-profile websites. Its clients include Finlandia,
Top Jobs on the Net and the Accommodation Search Engine. Each client is
assigned a media consultant who ensures they get maximum return on their
Ads are initially run across 1,400 sites, then the selection is whittled
down to the sites that have generated the highest response.
Bellanca said: ’I was attracted to Flycast because it shares my belief
that the return on investment proposition from internet advertising is
the only way for e-commerce companies to generate serious online
Late last year, Flycast was acquired by internet investment company
CMGI, which also owns the web advertising companies AdForce and Adsmart.