365 Corporation has consolidated its online media business into
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
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
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
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
’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
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.