Western lands Emap Online

Western International Media is promising to use a ’previously untried’ medium in the campaign for its new client Emap Online .

Western International Media is promising to use a ’previously

untried’ medium in the campaign for its new client Emap Online .



The agency scooped the pounds 3 million media planning and buying

business last week, seeing off competition from three other agencies,

believed to include Prospero and Brilliant.



Western’s marketing and business development director Lawrence Janes

said: ’Although we will be using cinema, press and magazines, we will

also be employing a medium that has never been used for such things

before.’ The campaign will also involve ’a large amount of promotional

work’.



The agency will be responsible for a series of campaigns, focusing

primarily on promoting Emap Online’s travel, music and entertainment

websites. These include EscapeRoutes.com, the digital companion to the

Emap Elan magazine, Board-it.com, the snowboarding website, Aloud.com,

the online entertainment booking service and What’s OnStage.com, a

searchable database and booking service for theatre, opera and dance

events.



Andrew Warner, marketing manager of Emap Online, said Western had won

the account because it had showed ’the strongest effort to understand

the brief. It also showed a good understanding of our business and

shared our view of the way new media is going.’



He added: ’We weren’t just interested in who could provide the cheapest

buying.’



Western’s team will be headed by board account director Peter Magnani,

while the day- to-day running of the account will be overseen by media

account manager Simon Burgess. Magnani and Burgess will be in charge of

a team of five, including head of online media Ilika Shelley, who will

look after online planning, and i-level’s Charlie Dobres, who takes

control of online buying.



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