Big Yellow Exec Jumps to i-traffic

Wayne Mitchell, one of the principal architects of Bell Atlantic’s online
yellow pages directory BigYellow, was named to the newly created position of
vice president, account manager at I-traffic in New York City.

As advertising and promotional director at BigYellow, Mitchell handled an
annual online ad budget of roughly $2 million. He will report to i-traffic
chief executive Scott Heiferman, chief financial officer Ed Dintrone, and
media director Peter Meluso.

i-traffic is beginning a hiring blitz over the next 10 weeks in which it
hopes to increase the staff from roughly 50 to 80 people, according to an
Adweek report.

Mitchell, an 11-year veteran of Nynex and, more recently, with Bell Atlantic
following last year’s merger, was responsible for assembling a team of
designers and media planners for Big Yellow plus orchestrating its
distribution and promotional efforts.

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