Optimedia renames TV buying arm as it shifts to digital age

Optimedia is to close its TV buying department and is launching a new-media consultancy as part of an overhaul of the company’s approach to the digital age.

Optimedia is to close its TV buying department and is launching a

new-media consultancy as part of an overhaul of the company’s approach

to the digital age.



The agency is replacing its broadcast division with a new type of

trading division, called i-trade. The department will be responsible for

both online buying and traditional TV buying which the company expects

to converge over the next few years.



As part of the restructure, Optimedia is also launching a new-media

consultancy, interactive@optimedia. It will be led by Maryam Bazargan,

who joined Optimedia this week from Carat, and Phil Nunn, Optimedia’s

direct marketing specialist.



Interactive@optimedia will operate as an independent company providing a

consultancy service to Optimedia clients who want to exploit new

technology and to new- media companies looking for strategic business

advice.



As part of its investment in the new consultancy, Optimedia is the first

agency to sign a worldwide access deal with Nielsen Net Ratings which

provides detailed internet audience research.



Simon Mathews, the managing director of Optimedia, said that he expected

the new company to be pulling in more income than the main agency within

three years.



He added that i-trade ’will give our clients a head start over their

competitors in cross-portal dealing and allow us to energise the job of

TV trading’.