Western picks up planning/buying for CoconutStreet

Western International Media has won the planning and buying account for CoconutStreet.com, an online IT recruitment specialist.

Western International Media has won the planning and buying account

for CoconutStreet.com, an online IT recruitment specialist.



The business, which is worth pounds 6 million in the first year, was won

in partnership with Western’s sister creative agency Lowe Lintas &

Partners. M&C Saatchi was also approached for the business.



Tim Allnutt, board account director at Western, said: ’Dotcoms seem to

have fallen very quickly into fairly traditional ways of doing

things.



They have focused on London as that is where the agencies, venture

capitalists and clients are. It isn’t necessarily where the target

audience is.’



Allnut said rather than fight for share of voice with ’400 other

dotcoms’ in London, he saw more sense in looking at alternatives such as

sponsorship, promotions, commercial online and offline partnerships, and

advertiser supplied programming.



The campaign will begin in the autumn.



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