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Wolverine Launches New Ad Consulting Division

Wolverine Web Productions, owner and operator of the Website Promoters Resource Center, launched a new consulting arm, Beyond Interactive.

Wolverine said it has repositioned itself to better serve the needs of advertising agencies, interactive shops, and other high-end clientele.

Beyond Interactive, touting itself as "The On-line Advertising Experts," has already done work for Fallon McElligott, Minneapolis, on the United Airlines account, and is expecting to partner with several other large agencies. Current and past clients include: Media One, the Better Business Bureau, Better Homes & Gardens, and Ameritech.

Beyond Interactive said it is not involved with hosting or design, but is focused entirely on online advertising. Beyond Interactive handles a mixture of online media planning, buying, execution, and management optimization.

An Arbor, MI-based Wolverine Web Productions and Beyond Interactive employ a staff of 19 people and expect to reach 40 by year's end. Revenues for 1998 are conservatively projected at $9 million, the company said.