Media 21 wins entire 365 task

365 Corporation has consolidated its online media business into Media 21.

365 Corporation has consolidated its online media business into

Media 21.



The new-media agency has taken over the planning and buying for 365’s

family of websites and has already kicked off a WAP campaign for the

organisation.



365 owns Football365 - its highest profile site - as well as Music365,

Rugby365, a personal ads venture called Personals365 and is planning to

launch Business365, a site aimed at small to medium-sized

businesses.



The company also boasts a range of recently acquired sites such as

Planet-rugby, Planet-f1, Planet-trivia and Cricketline.



Media 21’s media manager Mark Varley, who also handles Edison

Interactive and Royal Bank of Scotland, is overseeing the 365

account.



For Football365, Varley will advertise on non-football sites such as

Excite and Freeserve and snap up space on football club sites.



’Football365 is aimed at passionate football fans rather than armchair

or part-time fans,’ he explained.



With Music365, Media 21 is looking at mass-market sites such as Excite

and music portals like Peoplesound.



However, rather than relying solely on banners and buttons, Varley is

searching for longer-term relationship-building tools such as promotions

or competitions.



’We’re not trying to out shout the competition,’ he said. ’We want to be

a bit more clever with what we are doing, encouraging a lot more

dialogue with users and becoming more ingrained in sites so that both us

and the sites benefit.’



MediaCom TMB previously handled media for Personals365, with Media 21

running projects for Football365, Rugby365 and Music365.



365 Corporation’s marketing manager Pramesh Chauhan said the company was

thinking of launching a marketing campaign to publicise Business365 over

the next three to four months, once it was ’100 per cent happy’ with the

site.



Chauhan commented: ’Having worked with Media 21 on a project basis for

the past few months, we are now pleased to appoint the agency officially

to handle our online requirements.’



He added that Media 21 and 365 were discussing the possibility of

incorporating digital TV into the marketing strategy in the future.



Media 21 was founded by Pete Robins, Rick Sareen and Nick Suckley. Its

other clients include BOL.com, QXL.com, Blue Square, UpMyStreet, VNU and

Funmail, which has recently been renamed Another.com.



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