Quantum Media, the digital division of Booth Lockett Makin, has
poached Karen Mayer, the broadcast consultant at Paradigm, to be its
head of interactive television.
Mayer will join from Paradigm, United News and Media’s broadcast
consultancy, in the new year and will take on responsibility for
Quantum’s negotiations with the interactive TV platforms. The role will
focus on developing competitive strategies aimed at giving Quantum’s
clients early advantages in the interactive arena.
Quantum’s managing director, Paul Longhurst, said: ’At this point in
time, most of those involved in interactive TV are focused on design and
functionality. This alone will not be sufficient for companies that want
to be market leaders in these new distribution channels.’
The new post has been created to capitalise on the growing number of
interactive TV assignments from Quantum clients such as Thomas Cook and
Quantum has created an interactive platform on Open for Domino’s to
develop a home delivery pizza service. Longhurst said the site has
already recorded significant levels of orders.
’Now we need to build in interactive advertising and promotions to drive
sales,’ he explained.
Similarly, Thomas Cook is working with Quantum to develop ways of
driving holiday bookings using interactive television.
Before joining Paradigm, Mayer was an associate board director at
Manning Gottlieb Media, working on clients such as Virgin Atlantic. She
also worked in the media department at Bartle Bogle Hegarty on clients
such as Levi Strauss and NatWest.