Associated New Media has handed Optimedia the pounds 2 million-plus
media accounts for its This is London and This is Money websites.
Last September, Optimedia and creative agency Elliott Borra Perlmutter
(EBP) pitched for ANM’s accounts against BMP OMD, Team Saatchi and
Fielding Gibson. BMP won the planning and buying task for its women’s
portal Charlottestreet.com, while Optimedia and EBP won the UK Plus
ANM was so pleased with the results of the UK Plus campaign that the
This is Money and This is London accounts were awarded without a
The UK Plus team will also handle the new accounts. Managing partner
Mark Waugh, manager Matt Thomas and planner Nick Greenslade will lead
the team, reporting to managing director, Simon Mathews.
Optimedia put UK Plus on TV in the post-Christmas period, and then
followed this with a poster campaign on London Underground, booked
through TDI. London radio stations also got into the mix, and there were
also a number of full-page launch and smaller follow-up ads in the
quality and mid-market press.
’The post-Christmas period was ideal for us,’ said Waugh. ’Lots of
families get computers over the holidays. They are the target for UK
Plus, which has the advantage of protecting children who are surfing the
web. We focused on London because internet penetration is higher in the
capital and the south and we wanted to be efficient in our buying.’
He said planning and buying for This is Money and This is London would
follow a similar strategy but added: ’Dotcoms have not made much of
sponsorship, endorsement or product placement until now. We might change
The Money Channel might be one sponsorship option for This is Money,
which is a content-driven personal finance site carrying advice on
savings, mortgages and investments.
’I’m bound to say this, but it is a great site,’ said Waugh. ’Even
before we worked with ANM, we bought space for clients on the site. Now
we have to increase awareness of This is Money and drive traffic to the
This is London is the Evening Standard’s online city guide. It houses
six expandable and dynamic content supplements, as well as mapping
software and searchable databases, that enable users to locate articles,
reviews and locations.