Internet media buying firm Avenue A on
Monday strategically allied with Web development company Luminant Worldwide, in a partnership that
aims to stretch both companies’ reach.
The deal calls for the companies to join in offering integrated solutions to
potential clients.
Avenue A will contribute its media planning and buying
capabilities, proprietary ad serving technology and testing, analysis and
optimization methodology. Luminant brings to the table
its e-business strategies, creative services and enterprise technology
solutions.
“Our alliance with Luminant symbolizes a powerful new sales and distribution
channel for Avenue A,” said Brian McAndrews, president and chief executive
officer at Avenue A.
“This collaboration demonstrates how we can combine our core competencies
with those of a partner to offer clients a single source for world-class
strategic, creative, technology and analytic capabilities.”
The agreement basically means that Avenue A will offer Luminant’s services
to its clients, and Luminant will do the same for Avenue A’s services.
Avenue A’s clients include Gateway, Microsoft, Expedia.com, and Uproar.com. Luminant’s client list includes
Administaff, Bell Atlantic Network
Services, The Container Store,
Dr Pepper, Enron, IBM,
MasterCard International, Partsbase.com, Showtime Networks, and United Airlines.