CAMPAIGN.I: 24/7 Media hires Hello! ad chief as UK sales manager

The online advertising network 24/7 Media has appointed the ex-ad manager of Hello! magazine to be its UK corporate sales manager. The appointment of Sarah Escott, who was also previously a sales executive for the BBC, indicates a renewed effort by 24/7 Media to encourage more traditional advertisers on to its network.

The online advertising network 24/7 Media has appointed the ex-ad

manager of Hello! magazine to be its UK corporate sales manager. The

appointment of Sarah Escott, who was also previously a sales executive

for the BBC, indicates a renewed effort by 24/7 Media to encourage more

traditional advertisers on to its network.



Escott, who will be responsible for expanding the range of market

sectors and the number of advertisers using the web, identified two

different parties of advertisers that the ad network needs to address.

’Firstly there are those advertisers that used the web for advertising

two or three years ago,’ Escott said.



’At the time it didn’t work for them and we need to manage their

expectations.’



The new corporate sales manager at 24/7 also voiced a determination to

tempt online those advertisers who had yet to use new media as part of

their marketing mix.



Carl White, 24/7 Media’s managing director, commented: ’While dotcom

adspend will remain important to our business, it is vital that as an

industry we continue to develop revenues from the traditional top

advertisers.



So far few companies, agencies or ad sales houses have had either the

time or resources to fully brief cautious offline advertisers on the

full scope of online marketing potential.’



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