Optimedia is to close its TV buying department and is launching a
new-media consultancy as part of an overhaul of the company’s approach
to the digital age.
The agency is replacing its broadcast division with a new type of
trading division, called i-trade. The department will be responsible for
both online buying and traditional TV buying which the company expects
to converge over the next few years.
As part of the restructure, Optimedia is also launching a new-media
consultancy, interactive@optimedia. It will be led by Maryam Bazargan,
who joined Optimedia this week from Carat, and Phil Nunn, Optimedia’s
direct marketing specialist.
Interactive@optimedia will operate as an independent company providing a
consultancy service to Optimedia clients who want to exploit new
technology and to new- media companies looking for strategic business
As part of its investment in the new consultancy, Optimedia is the first
agency to sign a worldwide access deal with Nielsen Net Ratings which
provides detailed internet audience research.
Simon Mathews, the managing director of Optimedia, said that he expected
the new company to be pulling in more income than the main agency within
He added that i-trade ’will give our clients a head start over their
competitors in cross-portal dealing and allow us to energise the job of