Adlink has bought the online sales house New Media Marketing &
Sales, a move it believes will pose a ’serious threat’ to its larger
rivals DoubleClick and 24/7.
London-based NMMS, which specialises in the sports and leisure sector,
has been renamed Adlink and is now the UK headquarters for the
Germany-based European advertising network.
Adlink, which launched last October, has opened shops in Germany,
Denmark, Finland, France, Norway, Austria, Sweden and Spain.
Its clients include Wallstreet Online, a site for the German newspaper
Neue Zurcher Zeitung, PC Shopping, Yahoo! and Free.ft, the biggest free
ISP in France.
Richard Holman, managing director of NMMS, will continue to head the
company and said he intends to double his sales force of six by taking
on staff with a range of levels of experience.
Holman added that, as a result of the deal, NMMS will broaden its client
base and chase advertisers in other sectors, particularly business,
finance, women, students and general entertainment ISPs.
NMMS’s clients are Planet Rugby, Golf Today, Time Out, F1 PictureNet,
Talk Sport, Sports Internet Group and Ticketmaster.
NMMS chairman and founder Neil Morgan will now focus on expanding
e-space, the online contract publishing side of his company. E-space
handles sponsorship, e-commerce and content for Tesco and produces
editorial and ads for Reuters City Screen.
Adlink’s managing director Michael Kleindl claimed his organisation
would offer more localised selling in Europe than its US rivals.
’Many of the large web advertising companies have treated Europe as a
mirror-image of the US market,’ said Kleindl. ’Europe is a series of
interdependent markets that require a strong local presence. A true
European network must be built from the ground up rather than imposed
from above, as is the case with many US-based competitors.’
Holman said: ’The UK is a key European market and the deal with Adlink
will pose a serious threat to the likes of DoubleClick. It provides a
springboard for future growth and development in new sectors.’
Adlink is part of the 1&1 Group which is listed on the Neuer Markt stock
market in Frankfurt.