Optimedia brings new media and TV together in i-trade unit

Optimedia’s TV buyers will be renamed i-traders and asked to spend across new media and TV in a move the agency is describing as ’the birth of future trading’.

Optimedia’s TV buyers will be renamed i-traders and asked to spend

across new media and TV in a move the agency is describing as ’the birth

of future trading’.



The agency is launching an i-trade department to prepare for the

convergence of traditional TV and new-media platforms, led by digital TV

and expansion of the web.



i-trade will be responsible for pounds 150 million of television revenue

plus UK and international online, WAP and digital TV buying.



Clive Reed, broadcast director, is to front the unit. However, the main

contact for media owners will be an i-trade manager, who has yet to be

appointed.



Beneath the manager will be three group heads: Mauricio Leon, Dick

Clarke and Paul Welch, followed by senior trader Martin Gough and two

more senior traders.



The final buying layer will consist of three traders. TV buyer John

Black will move over but Optimedia needs two more traders and will

consider applicants with a TV sales background.



On the planning side, a new division called Interactive Optimedia will

pass buying briefs to the i-traders.



Account planners will liaise with Interactive Optimedia’s ’deal makers’,

who will advise online clients - and offline customers looking to move

onto the web - about planning and strategy. The unit will give clients

the lowdown on ad deals using Nielsen Net Ratings Data (which monitors

the performance of banners) and wider e-commerce issues such as

partnership agreements.



Simon Mathews, Optimedia managing director, will head the division, with

former head of direct Phil Nunn and head of interactive planning Maryam

Bazargan as partners. Angela Farmer will be one of two associates, while

Rachel Johnston takes on an analyst role.



Optimedia is predicting that its interactive division will generate more

profit than its existing agency set-up within just three years and that

it will eventually take over the entire company.



The media shop has 14 dotcom clients including Yahoo! and Jungle.com as

well as e-business companies such as 3Com, Oracle and Siemens.



Optimedia spends heavily on online advertising - it bought dollars 40

million worth of internet space across Europe last year.