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
“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
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.