Two of Campaign’s Faces to Watch - Sebastian Bishop and James
Burrows, who used to be a creative team at Rainey Kelly Campbell Roalfe
and Publicis - are launching a new online search engine.
It rewards consumers for using it and allows advertisers to bid for
Espotting is the brainchild of Bishop and Daniel Ishag, formerly at
Hirsch & Cie, who becomes chief executive. Burrows has been brought in
as chief editor.
The service allows advertisers to book search engine listings using
keywords, and they are charged by Espotting according to how many leads
the search engine generates.
In turn, customers who use Espotting earn points according to which of
the leads they use that are generated by search findings. They can
either spend their rewards through online retailers affiliated to
Espotting, or receive them in cheque form.
Boots, HMV, Peoplesound, MTV and Go Airlines have already signed up for
the service, which is due to launch on 8 August.
Ishag, Espotting’s founder and chief executive, explained: ’Since
Espotting started taking on advertisers, the uptake has been phenomenal
Espotting delivers a fully measurable advertiser platform, branded
search results and, most importantly, targeted consumers with money to
spend. We are empowering a whole new generation of users.’
Miles Colebrook, the group president of J. Walter Thompson Worldwide,
stated: ’Espotting has a clear business model and revenue stream, but
most of all it delivers on targeting and data capture, which has proved
a weakness in online communications.’