AKQA, the new-media agency, is to open an online media planning and
The new unit will concentrate on planning, but will also be able to
arrange media buying for clients. It will actively seek third-party
business and will service the agency’s existing clients. Media buying
for major clients such as BMW, Microsoft and Durex will remain with
their respective media agencies.
The AKQA media department is to be headed by Matt Morrison, who is
currently an account director on Scottish Amicable and BT at the agency.
Staff will be brought in from other new-media companies under
The department, which will consist of five staff initially, is expected
to grow quickly as the online advertising market expands and traditional
advertisers turn to established Websites as part of their media mix.
Ajaz Ahmed, the managing director of AKQA, said: ’It’s an incredible
investment for us. Consumers tend to look at more traditional brands
when they are looking at sites, so media planning is becoming more of a
commercial reality for new-media agencies.’
AKQA also unveiled a Website for Durex this week. The site will be
tailored for 11 individual markets and will be integrated with Durex’s
marketing in each country.