Media 21 lands QXL.com brief

QXL.com, the web auction house and one of the biggest online advertisers, has handed its internet planning and buying contract to Media 21.

QXL.com, the web auction house and one of the biggest online

advertisers, has handed its internet planning and buying contract to

Media 21.



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

year.



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

1999.



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.’



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Digital marketing executives oversee the online marketing strategy for their organisation. They plan and execute digital (including email) marketing campaigns and design, maintain and supply content for the organisation's website(s).