US ’corporate barter’ company Media Resources International has
hired a sales director and is seeking extra sales staff for its
expansion into Europe.
Steve Lloyd, ex-new business director at MRI’s arch rival Active
International, will be responsible for explaining the corporate barter
concept to potential clients.
MRI takes a client’s surplus goods, such as unused train tickets or out
of date computer equipment, and sells them on to ’re-marketers’ such as
The client is then paid for the goods in ’trade credits’ which are used,
in MRI’s case, to purchase advertising space. To pay for the space, MRI
offers media owners a product, which has come from the same or another
client, such as computers or office equipment, conferences, corporate
hospitality, competition prizes or train tickets.
Lee Arthur, another recruit from Active International, has been
recruited as associate media director try to get media owners on
Arthur, who reports to MRI’s European media director Maureen Lewis, will
also sit down with media agencies like MediaCom TMB and Mediapolis - who
both work with MRI - to plan media campaigns.
MRI already handles pan-European corporate bartering for clients such as
IBM, Polygram Video, Dunlop Slazenger and Titan Watches and has offices
in Amsterdam, Sweden and Warsaw.
However, it is looking to open more offices across Europe and seeks
sales staff with one to ten years experience to spread the word on
corporate bartering from its London headquarters and overseas.
MRI has imported Rob Provine from the company’s New York office as chief
operating officer to oversee the European expansion plan.
Simon Lee, chief executive officer of MRI said: ’I anticipate we will
more than doubled our existing staffing levels of 22 in the next six
months. The London office is the focal point for our European growth,
providing the support services for all of the operating units currently
being launched. That means adding to our media and sales strength.’
While there are only two large corporate barter companies operating in
the UK, there are a dozens of big players in the US, where the industry
is worth an estimated pounds 5.3 billion (according to The Wall Street
Arthur explained: ’Corporate barter has grown over the past 30 years in
North America to become a mainstream media tool for clients in
manufacturing and distribution. The industry is more embryonic in Europe
but clients in the media and advertising worlds are starting to realise