JWT secures pounds 22m UK launch for net venture

J. Walter Thompson and its sister media agency, MindShare, have won the pounds 22 million UK launch account for an internet venture called MarketsUnlocked.

J. Walter Thompson and its sister media agency, MindShare, have won

the pounds 22 million UK launch account for an internet venture called

MarketsUnlocked.



The business-to-business service, which is scheduled to launch later

this month, is a global trading mechanism. Buyers enter their

requirements on to the site and then sellers come back with a tender.

The idea is that the buyer will get access to the lowest prices.



JWT has developed a press and television campaign, which will break this

month. Harry MacAuslan, JWT’s deputy chairman, said: ’The service needs

to get everyone to subscribe, which is why advertising has such a big

role to play.’



The advertising campaign will initially run in the UK, but there are

plans take it to other countries as the service expands

internationally.



MacAuslan adds: ’This (trading service) is only possible because of the

internet, while most net ventures are offline ideas put online. It is a

big idea created by an intelligent and experienced management team. It

captures the value of the internet. It is a revolution we have been

waiting for. It’s not every day you advertise a revolution.’



The company is run by four former strategic consultants. It has a

mixture of unnamed backers, including venture capitalists and individual

investors.



Julian Watts, the chairman of MarketsUnlocked, said: ’This site is a

global trading arena that transforms the way in which products and

services are sold, and enables companies of all sizes to profit from the

internet today. At a minimum, it enables companies to secure their

current position and market share in the new world of e-commerce. More

ambitious companies will quickly spot the opportunities it provides to

increase sales and revenue at the expense of slower moving

companies.’



JWT is beefing up its new-media capabilities and launched a digital

division earlier this month. The division will be run by Tim Hayward who

joined from Strategic Interactive Group.



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