Just Media forms online division

Technology specialist Just Media has launched an online division in response to growing demand for internet-only campaigns.

Technology specialist Just Media has launched an online division in

response to growing demand for internet-only campaigns.



The division, which could not be named as Campaign Media Business went

to press, will be made up of inhouse experts, although the 14-strong

agency is currently recruiting four people to fill various posts

elsewhere.



The online team will handle buying for Morse, Epicore, Travelocity,

Intel, Tektronix and Creative Labs.



According to account director Dick Reed, the unit is expected to sign up

a further three or four new clients in coming weeks.



Reed added that the decision to separate online media from integrated

planning and buying was driven by the level of sophistication required

to organise internet campaigns.



’Having a dedicated team that understands the issues is very important,’

he said. ’However, the account managers and planners will still be

responsible for integrating campaigns with other media.



’We can now say: ’Here are the guys who do the online stuff - you can

talk to them about the things you need to be thinking about, and then

talk to our planner/buyers’. This is something that our existing clients

have got very excited about.’



The creation of the division coincides with Just Media taking on the

Dynamic Advertising Reporting and Targeting System, which, according to

Reed, called for additional specialist technical skills.



However, the company is keen to ensure the division will not hold a

monopoly on technology expertise.



’If you take integrated planning and buying people out of the equation,

it weakens your position,’ explained Reed. ’As soon as any lesson is

learned by the online team, they will pass it on to our integrated

staff.



’Maybe, in two or three years time, online will become fully integrated

with other media again, as people’s general knowledge of the subject

gets better,’ he concluded.



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