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Avenue A Launches 'Creative Partner Program'

Seattle-based interactive media firm Avenue A launched what it calls the Creative Partner Program, offering clients strategic referrals to ad creative and site design firms that have demonstrated leadership and creative innovation in their field.

The Creative Partner Program's primary objective is to develop working partnerships with ad creative and site design providers that can best service Avenue A's clients, the company said.

Each provider completes a certification program via which they become fluent in Avenue A's strategic ad placement methodology, data analysis and reporting systems, the company said. This program gives providers the training and tools necessary to deepen their understanding of a client's online advertising goals.

"The Creative Partner Program gives our clients the ability to work with companies that understand their campaign as a whole, and select top tier creative that best suits their needs," said Mike Leo, co-founder of Avenue A and vice president of sales and marketing. "This program benefits our clients by expediting the complex and time consuming process of choosing a creative partner."

Clients of Avenue A who work with Creative Partners are asked to fill out a Performance Evaluation Form to create a standardized means of recommending the right partner. Creative Partners are then scored with a single, double or triple "A" status, triple being the highest. Triple-A status organizations have completed the certification and have successfully serviced a variety of Avenue A clients.

Creative firm 360 Banners already is a member of the Creative Partner Program and has begun working with ToysRUs.com through a referral. 360 Banners Principal Bryan Kujawski said: "We strive to match Avenue A's strategic media placements with highly effective creative and their performance feedback is critical to our becoming the most effective designers in the space. This truly is a win-win situation -- one in which we all commit to help advertisers reach their online objectives."

Founded in October 1997, Avenue A provides Internet media planning, buying, centralized ad serving, reporting, data collection and analysis for its clients, including Eddie Bauer, ToysRUs.com, CitySearch, Gateway, RealNetworks and uBid.