Agency.com is expanding its US online advertising agency i-traffic
into Europe, beginning with an office in London. The move means its
existing digital marketing group rebrands to i-traffic UK.
I-traffic is to function as a full-service online advertising agency and
will acquire clients independently of Agency.com. The digital marketing
group within Agency.com in the UK has 30 staff and its clients include
British Airways, Reuters and Heineken.
Jon Sharpe, the managing director of i-traffic UK and the former
managing director of Agency.com's digital marketing group, said: 'This
move gives Agency.com's digital marketing group a brand. We can now go
out there to market with a very clear identity.'
The network is expected to roll out to other European markets. Ron
Kovas, the president of i-traffic, said: 'The interactive marketing
experience that Agency-.com's digital marketing group brings as a result
of its work with a number of major European clients provides a great
foundation for expanding i-traffic's capabilities and services in London
and throughout Europe.'
Founded in New York in 1995, i-traffic was acquired by Agency.com in
1999. It also has offices in Chicago and San Francisco and its clients
in the US include Texaco and the Discovery Channel.
Agency.com was the first to launch an online ad campaign in the UK (for
British Airways) with Unicast's superstitial ads, which use a loading
system that doesn't slow down a user's browsing and allows the use of
Sharpe admitted that Agency.com's marketing division in the UK lacks a
distinct brand. He said: 'Our target market is chief marketing officers,
not chief technology officers.'
Agency.com has implemented a wave of redundancies globally over the last
few months, laying off 30 of its UK staff in December. It also lost two
of its senior creative directors to other agencies: Jason Young left to
join Pixelpark at the end of last year, and Steve Mulholland defected to
digital@JWT in January.
Since its UK launch, the agency has been a front-runner for non-banner