Execs and Accounts for January 13, 2003

Interactive agency Carat Interactive has appointed CFO Steve Andrews to the additional post of director of operations. Prior to Carat Interactive, Andrews worked within Carat’s North American organization as CFO for Carat Freeman in Newton, Mass. He also spent two years as the VP of Finance for MMA, a marketing research unit of Carat.

“Steve has done an excellent job in evolving his position from managing the financial activities of Carat Interactive to playing a key role in the operational aspects of our business,” said Sarah Fay, president of Carat Interactive. “He is an important contributor and his combined role will be an extremely valuable asset to the company.”

Andrews will now handle compliance with company policies, the creation of processes and procedures, and overall organizational development, in addition to the general financial management of Carat Interactive.

Schering Laboratories is using wireless content platform AvantGo’s mobile software to advertise its Clarinex allergy medication to PDA users. The U.S. pharmaceutical marketing arm of Schering-Plough Corporation employed interactive agency i-frontier to develop a mobile campaign that would promote awareness of the product on AvantGo.

“We knew we wanted to have some sort of mobile solution to help people on the go manage their allergies, and after a good bit of research, we decided that AvantGo is the best solution for our client,” said Jeremy Lockhorn, director of media technologies at i-frontier.

Using their mobile devices, individuals can enter their zip code directly into a “Pollen Forecast” engine to receive a four-day allergy update. Along with the update comes additional content, including information about Clarinex.

CVS/pharmacy has tapped Web design and services firm Pixelmedia to redesign its corporate Web site. The site relaunch will include the development of sub-sections for community involvement, pharmacy recruiting and investor relations.

CVS said it chose Pixelmedia because the agency provides in-depth counsel and strategy before the implementation of Web strategies, ensuring the initiative fits into the company’s overall business model.

“We chose Pixelmedia because the company is far more than simply a Web design firm,” said Pierrette Kelly, VP and general manager of CVS.com. “It is important for our Web initiatives to reflect CVS/pharmacy’s mission to be the easiest pharmacy retailer for customers to use.”

NetCreations’ PostMasterDirect list brokerage and management service has added 12 lists to its information technology, B2B and pharmaceutical market showcase.

“We are pleased that these industry specific clients have chosen PostMasterDirect to build their e-mail lists,” said Michael Mayor, president of NetCreations.

Separately, NetCreations named Elizabeth Lloyd, the former PR manager for online ad firm ValueClick, as its director of corporate communications. Lloyd relocated to New York City to take the position.

The A&E Network show “Benedict Arnold: A Question of Honor,” launching on January 13, is being promoted with an extensive cross-media ad campaign developed by Horizon Interactive and using Unicast’s Superstitial ad unit. Creative execution was handled by TBWAChiatDay.

“Our experience is that combining online and offline advertising to drive viewership is very effective,” said Ruby Gottlieb, SVP of Horizon Interactive. “Unicast’s [Superstitial] unit is the simplest way for us to extend the television messaging in the campaign online, as it allows us to combine the TV assets with interactivity and consumer involvement.”

The concentrated two week campaign culminates with the show’s debut. It’s online component ran on MSN, About.com, American Greetings, Hollywood.com, and TV Guide.

Ad network Hi-Media has chosen Adtech as the serving and technology services provider for its entire European network. Hi-Media has already begun using Adtech’s Helios technology for booking, administration and delivery of online advertising in France, Germany, Sweden and Portugal.

Hi-Media CEO Cyril Zimmermann said, “Adtech’s European know-how and competencies in the field of online marketing have convinced us. Due to the efficiency of the system, we will additionally save valuable time.”

Besides the delivery of digital advertising, Adtech is developing customized ad serving features and interfaces for Hi-Media.

For more breaking news on account action and executive moves, visit ChannelSeven.com.

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