Optimedia wins ANM net task

Associated New Media has handed Optimedia the pounds 2 million-plus media accounts for its This is London and This is Money websites.

Associated New Media has handed Optimedia the pounds 2 million-plus

media accounts for its This is London and This is Money websites.



Last September, Optimedia and creative agency Elliott Borra Perlmutter

(EBP) pitched for ANM’s accounts against BMP OMD, Team Saatchi and

Fielding Gibson. BMP won the planning and buying task for its women’s

portal Charlottestreet.com, while Optimedia and EBP won the UK Plus

work.



ANM was so pleased with the results of the UK Plus campaign that the

This is Money and This is London accounts were awarded without a

pitch.



The UK Plus team will also handle the new accounts. Managing partner

Mark Waugh, manager Matt Thomas and planner Nick Greenslade will lead

the team, reporting to managing director, Simon Mathews.



Optimedia put UK Plus on TV in the post-Christmas period, and then

followed this with a poster campaign on London Underground, booked

through TDI. London radio stations also got into the mix, and there were

also a number of full-page launch and smaller follow-up ads in the

quality and mid-market press.



’The post-Christmas period was ideal for us,’ said Waugh. ’Lots of

families get computers over the holidays. They are the target for UK

Plus, which has the advantage of protecting children who are surfing the

web. We focused on London because internet penetration is higher in the

capital and the south and we wanted to be efficient in our buying.’



He said planning and buying for This is Money and This is London would

follow a similar strategy but added: ’Dotcoms have not made much of

sponsorship, endorsement or product placement until now. We might change

that.’



The Money Channel might be one sponsorship option for This is Money,

which is a content-driven personal finance site carrying advice on

savings, mortgages and investments.



’I’m bound to say this, but it is a great site,’ said Waugh. ’Even

before we worked with ANM, we bought space for clients on the site. Now

we have to increase awareness of This is Money and drive traffic to the

site.’



This is London is the Evening Standard’s online city guide. It houses

six expandable and dynamic content supplements, as well as mapping

software and searchable databases, that enable users to locate articles,

reviews and locations.



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