CAMPAIGN-I: Media21 unveils Beyond Interactive rebrand

The new-media marketing agency media21 completes its rebranding to Beyond Interactive this week, following its acquisition by Grey Global Group in May.

The new-media marketing agency media21 completes its rebranding to Beyond Interactive this week, following its acquisition by Grey Global Group in May.

The company is also launching an emerging digital platforms consulting division, which will see in-house expertise focused on interactive TV and e-mail ad solutions.

Grey's US-based global ad agency, Beyond Interactive, acquired media21 earlier this year, leaving its founding members with managerial control of the business.

Beyond Interactive also has offices in China and Mexico City, and at the time of the deal, Rick Sareen, the European chairman, said the agency would be opening offices across Europe.

The agency's managing director, Nick Suckley, told Campaign-i this week that the first European offices would open in France and Germany within the next couple of months. 'A lot of the roll-out will depend on which clients we pick up in those markets,' he said.

The new division comes after a rise in demand from clients to produce digital solutions that include all of the emerging platforms. It will be headed by Chris Bartlett.

One of the front-runners in developing wireless advertising solutions, media21 has already created wireless audio and visual ad campaigns for VNU (Campaign-i, 25 August) and 365 Corporation.

Suckley said: 'We've been moving towards this for quite a while as we feel that within the industry, there is a lot of uncertainty about what new technologies can offer.'



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