The ad sales team at AOL Europe’s new Interactive Marketing Group
is set to double over the next 12 to 18 months in the wake of its first
IMG has just signed up Prudential’s online bank, Egg, for a pounds 6
million ad deal.
It is the first deal clinched by the group, which was set up earlier
this month to co-ordinate advertising and e-commerce across AOL’s
These include CompuServe and Netscape Online, the newly launched free
internet service provider.
The move brought together 70 sales people in offices in the UK, Germany,
France and the Netherlands. Confirming the group was likely to expand
rapidly, Ian Maude, vice-president of advertising and e-commerce, said:
’We’ll be looking for sales people as well as staff in other
Maude described IMG as ’the in-house sales network for the AOL family of
brands’. He added: ’In the future there is no reason why we shouldn’t
handle outside brands as well, effectively becoming a sales house for
the online industry.’
He said the formation of the group reflected AOL’s growing number of
brands, as well as the booming market. ’Two years ago, advertising and
e-commerce in Europe was zero. Now it’s grown to such an extent that we
need to make sure we have the structure to scale up alongside it.’
The US arm of IMG generated sales of dollars 1 billion in 1998. The
European version will eventually expand beyond ad sales into developing
strategies for online marketers and advising on integrating the web into
the marketing mix.
The Egg deal will net AOL at least pounds 2.4 million, possibly rising
to more than pounds 6 million if it hits the client’s audience reach
targets. Egg’s online banking products will be promoted through branded
links, banner ads and special promotions. Customers will also be able to
sign-up for Egg’s services online.
Since launching last year, Egg has amassed more than 550,000 customers
and receives 1,000 applications a day for its savings account.
In a separate move, AOL has signed up the computer magazine publisher,
Future Network, as a partner. The publisher will promote Netscape Online
by distributing software in its 60 titles.