Optimedia’s TV buyers will be renamed i-traders and asked to spend
across new media and TV in a move the agency is describing as ’the birth
of future trading’.
The agency is launching an i-trade department to prepare for the
convergence of traditional TV and new-media platforms, led by digital TV
and expansion of the web.
i-trade will be responsible for pounds 150 million of television revenue
plus UK and international online, WAP and digital TV buying.
Clive Reed, broadcast director, is to front the unit. However, the main
contact for media owners will be an i-trade manager, who has yet to be
Beneath the manager will be three group heads: Mauricio Leon, Dick
Clarke and Paul Welch, followed by senior trader Martin Gough and two
more senior traders.
The final buying layer will consist of three traders. TV buyer John
Black will move over but Optimedia needs two more traders and will
consider applicants with a TV sales background.
On the planning side, a new division called Interactive Optimedia will
pass buying briefs to the i-traders.
Account planners will liaise with Interactive Optimedia’s ’deal makers’,
who will advise online clients - and offline customers looking to move
onto the web - about planning and strategy. The unit will give clients
the lowdown on ad deals using Nielsen Net Ratings Data (which monitors
the performance of banners) and wider e-commerce issues such as
Simon Mathews, Optimedia managing director, will head the division, with
former head of direct Phil Nunn and head of interactive planning Maryam
Bazargan as partners. Angela Farmer will be one of two associates, while
Rachel Johnston takes on an analyst role.
Optimedia is predicting that its interactive division will generate more
profit than its existing agency set-up within just three years and that
it will eventually take over the entire company.
The media shop has 14 dotcom clients including Yahoo! and Jungle.com as
well as e-business companies such as 3Com, Oracle and Siemens.
Optimedia spends heavily on online advertising - it bought dollars 40
million worth of internet space across Europe last year.