Media 21 expands service with brand planning division

Media 21 is billing itself as a full-service digital agency following the launch of its brand planning department.

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

end.’



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.



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