M digital, the new-media planning and buying agency, has joined forces with Guardian Unlimited to produce the UK's first multi-platform ad campaign for e-cortal, an internet share trading company.
The campaign breaks this week and will run across Guardian Unlimited's PC, personal digital assistant (PDA) and WAP platforms.
On the web, the e-cortal campaign will combine banner advertising with sponsorship of the 'investing in shares' channel on Money Unlimited. The WAP and PDA platforms also feature banner ads but these will link through to microsites that will display information about e-cortal.
The use of WAP and PDA platforms is part of e-cortal's strategy to target an affluent audience and is the first campaign for one media owner to embrace three platforms.
Jed Glanvill, the managing partner at m digital, said: 'This is a genuine first. It represents an innovative solution that is right for our client e-cortal. Success will be measured on how many new affluent consumers we acquire.'
Steve Wing, the head of commercial development at Guardian Unlimited, said: 'This is a powerful example of innovation, designed to provide e-cortal with the opportunity to address a specific audience in different ways.'