Execs and Accounts for July 19, 2002

Razorfish has won a contract to implement various digital initiatives for the Los Angeles Department of Water & Power (LADWP), culminating in the re-launch of the Department’s Web site in 2003. The purpose of the redevelopment is to help improve the appearance, navigation, and features of the site for the Department’s external customers. In addition, Razorfish will provide the foundation for the LADWP to maintain and manage its site following the re-launch.

“By revamping its public site, the LADWP is taking steps in leveraging Internet technologies in ways that should ultimately enhance customer satisfaction while decreasing costs,” said Lance Larsen, managing director of Razorfish’s West Coast operations.

The LADWP reports that its corporate Internet presence is visited by more than 100,000 users per month and is a rapidly growing communications channel between the department and its customers. LADWP customers requested increased functionality to facilitate electronic transactions and better communicate with the department, and for improved content structure to more easily obtain info online.

Razorfish is being commissioned to develop new site designs; implement new content structure and navigation flow; develop interactive site features and database interfaces; develop online forms; develop system architecture diagrams; and implement content management systems for the department. New functionality will include customer service “chat sessions” and a system to let customers manage their accounts online, enroll in programs and report outages. The new site will be integrated with the Departments CRM system, and will be available in English and Spanish.

The largest municipally-owned utility in the nation, the LADWP supplies water and electricity to some 3.8 million residents and businesses located within the city limits of Los Angeles and portions of the surrounding area.

Mike Drexler, CEO of Optimedia, has been named to the board of directors of Poindexter Systems, a provider of optimization technologies for online ad campaigns. Drexler held executive vice president positions at Mediasmith and FCB Worldwide prior to joining Optimedia. Before those posts, Drexler served as chairman of TN Media and held positions at Bozell, DDB, and Ogilvy and Mather.

In addition, Scott Heiferman, founder of interactive agency i-traffic, has been named to Poindexter’s board of advisors. Heiferman is co-founder and CEO of MEETUP, a company that helps interest groups organize local gatherings in hundreds of cities worldwide. Previously, Heiferman was founder and CEO of i-traffic, the first ad agency dedicated to online media.

“Mike Drexler and Scott Heiferman bring to Poindexter a tremendous amount of expertise and contacts from the advertising and interactive fields,” said Poindexter Chairman Joe Zawadzki. “We are thrilled to have them as part of the company, helping to shape strategy and get the message of optimization out to the marketplace.”

Nike has launched a Web site for its All Conditions Gear (ACG) brand. The Flash-based site serves as a platform for in-depth information about ACG outdoor footwear, apparel and equipment.

Fall 2002 product information will pervade the site, with a primary focus on the upcoming Oregon product series. Visitors can also dive deeper into the ACG footwear weartesting program and profiles on Nike’s partners, professional athletes and employees. Interested buyers can purchase product from ACG’s online shop. The current launch represents the initial phase of the site, with expanded content, features and functions to follow in consequent months.

Club-Internet.fr has begun offering rich media creation technology from CheckM8 to its advertising clients. CheckM8 technology allows advertisers to cheaply exploit a range of rich media formats, including fly-overs, out of the box, animations and Flash scenarios.

The first French agency to use CheckM8 was Carat Interactive for its client Fiat. Already deployed on the site, the automobile manufacturer seized this opportunity to increase its visibility with various rich media formats.

European ad serving provider Adtech has partnered with ad network Adsolutions to provide Adsolutions’ customers with Helios, Adtech’s ad serving technology.

Pierandera Maestro, CEO of Adsolutions, said, “Using Helios technology, we are able to offer our clients new forms of measuremet, such as unique user clickrates, a campaigns’ net media reach and viewtime. These are important features for the market. They will help to draw more advertising spending to the Internet.”

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