Interactive agency Avenue A Inc. launched a new service
designed to enable its clients to minimize risk and maximize
return-on-investment (ROI) on high-profile portal and sponsorship deals.
Called the Strategic Partnership Program (SPP), Avenue A provides counsel to
its clients negotiating significant advertising and placement contracts with
large Web sites.
Each client is assigned an Avenue A SPP manager, a specialist in media
negotiation and analysis, who uses performance data to identify potential
site partners for the client.
The SPP manager assists the client during
negotiations and manages the execution of the contract to measure performance
and optimize results.
“This program is a direct result of client demand,” said Anna Collins, vice
president of media strategic development for Avenue A. “Purchasing
advertising space as part of a strategic partnership is complex, often
involving multi-year commitments.”
Avenue A clients have included Eddie Bauer, Ticketmaster Online-CitySearch,
Gateway, Real Networks, Mountain Zone and uBid.com.