Adam Crow, MindShare’s press buying director, is quitting the
company to set up an internet venture.
Crow is to team up with former Motive head of press and Universal McCann
associate director Dan Levitt to run Totally, a network of sites that
cater for particular ethnic communities.
The first is TotallyJewish.com, which Levitt has been setting up since
leaving McCann in June.
’Initially we will be concentrating on TotallyJewish, but as long as
that goes as planned we hope to set up lots more,’ said Crow. ’There’s
no reason why we shouldn’t set up TotallyChinese or TotallyGreek.
There’s room for as many sites as there are close-knit communities’.
Crow, who has only been in his current role since the spring, will also
team up with Steve Burns, ex-managing director of IT consultancy Conduit
Communications. Burns is to be be chief executive of Totally.
Initially, Crow and Levitt will handle ad sales themselves. ’Both Dan
and I have experience in this market, and hopefully we should be able to
put that to our advantage’, said Crow. He added that once the venture
was up and running they would be looking to bring in junior sales
He declined to name any advertisers that Totally had already
TotallyJewish is due to launch on 14 February.