Execs and Accounts for July 17, 2002

MaxWorldwide, formerly L90, has appointed former Coca-Cola marketing head Peter Sealey as its chief strategy officer. Recently made the nation’s largest independent ad sales and repping company by its acquisition of DoubleClick’s media business, MaxWorldwide appointed the veteran marketer to work with the company’s new management team on overall development of the company’s strategic positioning and marketing.

“Peter Sealey is a legend, a futurist, and a world class marketer,” said Mitchell Cannold, president and CEO of MaxWorldwide. “Pete and I knew each other initially at Sony Corporation where we worked together for many years and now he comes aboard actively at the birth of MaxWorldwide to architect the road ahead.”

Sealey is the former head of marketing for Coca-Cola and Columbia Pictures. He also founded and led the Los Altos Group, a consulting firm specializing in business and marketing strategy. Additionally, he is co-director of the Center for Marketing and Technology at the Haas School of Business at the University of California, Berkeley.

Digital marketer SF Interactive (SFI) has hired Bill McGee as executive vice president of marketing services. McGee brings twenty-three years of general agency and marketing experience and eight years of interactive advertising experience to SFI. Most recently, he was vice president of marketing at loyalty marketing technology provider Netcentives, where he helped build the ClickRewards brand through extensive e-mail marketing and online promotions. Prior to Netcentives, McGee established the San Francisco office of Creative Media.

“I was attracted to SF Interactive, first as a client and now as a member of the senior management team, because I believe strongly in the medium and in SFI’s full-service interactive agency model,” McGee commented. “Most of the remaining players in the interactive space are there because the market has led them there, not because they want to lead. SF Interactive has the consistent record of delivering measurable results through innovative advertising.”

At SFI, he will take charge of new business development and account strategy along with his management of the media, analytics and e-mail departments.

The Weather Channel has retained Prominent Placement, an Atlanta-based search engine marketing firm, to optimize weather.com for search engines.

“As you might expect, weather.com already has high rankings when people type weather-related words into a search engine,” said Stacy Williams, founder and president of Prominent Placement. “We’ll be working to increase recognition of weather.com’s specific channel pages.”

iXmatch, a provider of matching software, has entered a strategic alliance with Digital Marketing, a database marketing firm. Through the deal, iXmatch will help companies understand what prospects and customers want, how and when they prefer to buy, and why. Digital Marketing will take that information and tailor targeted messages designed to make an emotional connection in a way that motivates action. The two companies hope the partnership will improve the return on their clients’ marketing investments.

“Our software can predict which people are most likely to buy, and what products they are most likely to select,” said Kamala Puram, iXmatch cofounder and vice president of sales and marketing. “Digital Marketing’s unique capability to deliver highly customized information and targeted offers takes full advantage of our technology.”

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

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