QXL.com, the web auction house and one of the biggest online
advertisers, has handed its internet planning and buying contract to
The dedicated media company, which launched last March, pitched against
two other online specialists before landing the task.
Aside from planning and buying, Media 21 has been briefed to monitor
QXL.co’s advertising and distribution deals with a host of online media
owners, such as Freeserve, AOL and Excite.
Pete Robins, one of Media 21’s three founders, will oversee the account,
with Chris Bartlett running it on a day-to-day basis. Robins is in the
process of hiring five or six planners and buyers to work on QXL.com and
the agency’s existing accounts.
Media 21’s traditional media clients include VNU, BSkyB, Express
Newspapers and Nestle. It also works for eight dotcom companies,
including BOL.com, Funmail and UpMyStreet.com.
Robins left the creative online agency Modem Media Poppe Tyson to found
Media 21 with former Universal McCann planner/buyer Nick Suckley, who
joined from the strategic planning department of Express Newspapers and
former Lowe Howard-Spink director Rick Sareen.
Aside from consulting on internet matters, Media 21 also advises clients
about other interactive technology such as interactive TV and WAP
(wireless application protocol).
QXL.com is the largest online auctioneer in Europe. It was founded by
the former Financial Times journalist Tim Jackson, who is now one of the
UK’s web millionaires as a result of the company’s flotation last
QXL.com is one of the biggest buyers of online advertising, accounting
for an estimated 12 per cent of the pounds 50 million spent online in
It also spent the most of any dotcom company on outdoor advertising,
ploughing pounds 2.2 million into six-sheet posters.
QXL.com’s marketing director Alex Czajkowski commented on the
appointment: ’The key to success online is maximising the value of your
media investments. We’re looking forward to leveraging Media 21’s
experience in online planning, buying and reporting.’