MediaVest to launch pounds 10 million push for Edison’s

MediaVest is to handle a pounds 10 million online and offline push for, the web entertainment start-up.

MediaVest is to handle a pounds 10 million online and offline push

for, the web entertainment start-up.’s owner, Edison Interactive, has hired MediaVest to control

planning and buying for a large-scale launch in early 2000.

MediaVest’s planning director Darren Rubins, its TV buying chief David

Jowett and strategist Jeremy Paul will work on the business. is a consumer-focused leisure portal which is set to go live

at the end of this year.

Users will be able to switch to a series of sites on games, sports and

music as well as link to online radio stations like Talk Radio.

Edison Interactive business development director Simon Grice said

MediaVest’s campaign will include online advertising but mainly focus on

offline media.

Grice added that all parties involved were still in discussions over

which media to use, but Edison is keen that consumers associate with entertainment, so press buying will focus on newspaper

TV guides.

MediaVest is also looking at television, particularly digital, and the

possibilities of linking with ONdigital’s recently launched service


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