Execs & Accounts for September 19, 2003

The Interactive Advertising Bureau (IAB) has picked up 25 members, 12 general members and 13 associate members. Since January 2003, the IAB has added 51 new general members and 44 new associate members.

General members must be online publishers, in keeping with the trade body’s focus on sell-side issues. New IAB general members include Ah-ha.com, Fox News, Fox Sports.com, IDG, Kanoodle.com, Massive, Morningstar.com, New York Times Regional, Switchboard, Union-Tribune, US News and World Report and WorldNow.

New associate members, defined as companies that support the online ad sector, include several marketing and technology firms. On the list are Digital Envoy, Dotomi, eValiant, Hitwise, IM Services Group, iNET Interactive, Klipmart, Planning Group International, Range Online Media, RedSheriff, Real Branding, Revenue Science and Zedo.

Digital marketing veteran Jason DeLuca has launched a new agency, Argonaut Media, with clients in the financial and research sectors. CEO DeLuca said the agency is primarily focused on direct response campaigns, with an initial client roster that includes Thomson Financial and research firm NPD Group.

“Ninety percent of what we’re doing is direct response type campaigns. Lots of e-mail, lots of targeted CPC deals and search,” he said. “It’s all about getting the highest ROI possible.”

The agency launches with a staff of five and is based out of new offices in Chinatown. DeLuca began his career at BBDO New York and later co-founded Morpheus Media. At Morpheus, he developed an in-house division to manage performance marketing campaigns for clients Chase, DirecTV and The New York Times.

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