CAMPAIGN-I: Agency.com expands i-traffic to UK network

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

rich media.



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

online ads.



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