Technology specialist Just Media has launched an online division in
response to growing demand for internet-only campaigns.
The division, which could not be named as Campaign Media Business went
to press, will be made up of inhouse experts, although the 14-strong
agency is currently recruiting four people to fill various posts
The online team will handle buying for Morse, Epicore, Travelocity,
Intel, Tektronix and Creative Labs.
According to account director Dick Reed, the unit is expected to sign up
a further three or four new clients in coming weeks.
Reed added that the decision to separate online media from integrated
planning and buying was driven by the level of sophistication required
to organise internet campaigns.
’Having a dedicated team that understands the issues is very important,’
he said. ’However, the account managers and planners will still be
responsible for integrating campaigns with other media.
’We can now say: ’Here are the guys who do the online stuff - you can
talk to them about the things you need to be thinking about, and then
talk to our planner/buyers’. This is something that our existing clients
have got very excited about.’
The creation of the division coincides with Just Media taking on the
Dynamic Advertising Reporting and Targeting System, which, according to
Reed, called for additional specialist technical skills.
However, the company is keen to ensure the division will not hold a
monopoly on technology expertise.
’If you take integrated planning and buying people out of the equation,
it weakens your position,’ explained Reed. ’As soon as any lesson is
learned by the online team, they will pass it on to our integrated
’Maybe, in two or three years time, online will become fully integrated
with other media again, as people’s general knowledge of the subject
gets better,’ he concluded.