Online media strategy firm launches

- Peter Robins, the media manager at Modem Media.Poppe Tyson, has left the agency to set up a dedicated online media strategy company with two partners.

- Peter Robins, the media manager at Modem Media.Poppe Tyson, has left the agency to set up a dedicated online media strategy company with two partners.

Together with Nick Suckley and Rick Sareen, Robins has launched Media21, which is aiming to fill the gap between creative and production-focused web companies and traditional advertising agencies.

According to Robins: "Clients know that the one-stop, do-it-all solution is a compromise, and it's the media part of the strategy and execution that's being compromised the most. Media21 will redress that imbalance."

Robins leaves Modem, where he reported to Simon Andrews the director of media and strategy, after two years. He previously worked for Webmedia, where he set up the company's media department, and prior to that, WWAV Rapp Collins.

Sareen joins from a recruitment consultancy, but has 17 years experience as an account director in advertising having worked for BMP DDB, Young & Rubicam and Lowe Howard-Spink

Suckley joins from Express Newspapers where he was strategy development manager. He previously spent four years at Universal McCann.





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