Media 21 is billing itself as a full-service digital agency
following the launch of its brand planning department.
The company has taken on Ben Southgate, who was previously senior
strategic brand planner at TBWA GGT Simons Palmer.
At Media 21, Southgate will be responsible for consumer-focused research
and long-term brand planning. He will offer these services to clients
that may have previously used the agency for media planning and buying
or for creative work.
Rick Sareen, one of the agency’s three founders, said: ’In the
traditional world of advertising you would spend months planning an ad
campaign. However, a lot of dotcoms have rushed to get their company up
and running and have stuck their ads on 48-sheets without thinking about
long-term objectives. I think that way of doing things is coming to an
Sareen said his clients had been ’strongly enthusiastic’ about the new
department because of the difficulty in keeping track of consumer
opinions in the fast-paced digital world.
Southgate has already run a ’brand definition and development’ programme
for VNUnet.com and is working with the online book retailer Bol.com.
Aside from media and creative, Media 21 now offers e-commerce deal
management and e-mail marketing.