Western International Media has won the planning and buying account
for CoconutStreet.com, an online IT recruitment specialist.
The business, which is worth pounds 6 million in the first year, was won
in partnership with Western’s sister creative agency Lowe Lintas &
Partners. M&C Saatchi was also approached for the business.
Tim Allnutt, board account director at Western, said: ’Dotcoms seem to
have fallen very quickly into fairly traditional ways of doing
They have focused on London as that is where the agencies, venture
capitalists and clients are. It isn’t necessarily where the target
Allnut said rather than fight for share of voice with ’400 other
dotcoms’ in London, he saw more sense in looking at alternatives such as
sponsorship, promotions, commercial online and offline partnerships, and
advertiser supplied programming.
The campaign will begin in the autumn.