CAMPAIGN-I: Abel & Baker opens UK office with Neser taking MD position

Abel & Baker, a Swedish online marketing agency, is launching in the UK this week with a pricing structure that promises to charge clients on the basis of campaign results.

Abel & Baker, a Swedish online marketing agency, is launching in the UK this week with a pricing structure that promises to charge clients on the basis of campaign results.

The agency, which has clients including MTV, Nokia and MSN, intends to specialise in digital marketing.

Its office in the UK will be the network's think-tank for interactive television advertising solutions, as well as providing a solution to the increasing demand from its clients for pan-European advertising solutions.

The UK office will be headed by the managing director, Charlotte Neser, who was previously the vice-president for Europe at Boo.com. The company has recruited its new-media creative staff from both the UK and Sweden.

Neser said: 'We have a value-based pricing scheme - our fee is based on the business effect we affect: for example, the number of customers we acquire or how sticky we make a brand online. It means that we are accountable for the success and results of a campaign.'

The first online ad campaign that Abel & Baker will launch from its UK operations will be for Virginstudent.com.

The agency has a division dedicated to mobile marketing in Helsinki, and the agency plans to use its UK office to focus on interactive television skills because of the advanced stage of the UK interactive TV market.

'Our approach is to focus on conceptual and creative ideas,' Neser said.

'We come up with an idea and use whichever technology allows us to implement it.'



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