TSMSi wins Tower Records task

Music retailer Tower Records has hired online sales house TSMSi to pull advertisers into its e-commerce website.

Music retailer Tower Records has hired online sales house TSMSi to

pull advertisers into its e-commerce website.

Jez D’Netto, online marketing manager at Tower Records, said he had

approached ’four or five’ specialists, including 24/7 and DoubleClick,

before appointing TSMSi.

’Some online sales houses have grown too large and you feel the level of

service is rather impersonal. I was impressed that TSMSi came in to see

us, showed a good understanding of our business and immediately came up

with loads of ideas. It also went into a lot of detail about what sort

of advertisers we wanted to attract.’

TSMSi sales manager Peter Wilson said it was the first win for the

reorganised agency, following the departure of managing director Vic

Synott for portal site The Biz (Media Business, 15 November).

He said the battle among online sales houses was not necessarily for

business but for the most prestigious accounts. ’There’s so much out

there that we could all double our portfolios. It comes down to who you

want to work for and what you can offer them. From our point of view, we

try to be fun to work with, as well as efficient.’

Tower’s website has been running for just over a year, after a false

start that D’Netto admitted was ’a bit of a disaster’. It now attracts

around a million hits a month. ’The site is easy to navigate and

complements our bricks and mortar business,’ D’Netto added.

He hoped TSMSi would be able to pull in a wide range of advertisers,

from web brands such as Clickmusic, to youth-oriented products, with

brands aimed at an older age group on the classical section.

’The site is general rather than chart-based, so it appeals to a wide

range of consumers,’ D’Netto said.

He also plans to promote specific areas of the site, such as the games

section and Ask the Oracle, which gives users the chance to seek advice

from Tower’s music buyers around the globe.

In the future, users may be able to download music, said D’Netto, but

that area is fraught with legal difficulties at present so it could be

some time before such a service appears.

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1 Job description: Digital marketing executive

Digital marketing executives oversee the online marketing strategy for their organisation. They plan and execute digital (including email) marketing campaigns and design, maintain and supply content for the organisation's website(s).