Execs and Accounts for June 21, 2002

EyeBlaster has launched an internally developed interactive campaign. Designed to highlight the company’s growth and wide adoption by advertisers, agencies and publishers, the campaign calls for online advertising pros to “Manage More Rich Media” with Eyeblaster.

The Flash-based creative executions appear to be attached to the front of the browser rather than contained with it. One of the ads shows quotes about Eyeblaster from leading agency executives ripped from publications and pinned to the user’s browser window. A second lists agency and publisher adoption numbers on notes attached to the browser by refrigerator magnets. A third uses Post-It notes to promote category acceptance.

“The current campaign is in contrast to a short effort last year that featured a bouncing orange ball designed to promote the ‘floating ad’ format,” according to Tom Jenen, Eyeblaster’s director of marketing “Today, seven different formats are used by advertisers on the Eyeblaster platform, including window ads (interstitials), full-page overlays, small and medium floating ads, expandable banners, wallpaper ads and the new commercial break format.”

Research firm and consultancy Pro Active International and CoolCapital have jointly launched a new media research and consultancy company for the public sector. Named CoolResearch, the new entity will support its clients in the integration of new media into the total communication mix. Its mandate is to help government organizations use new media to improve communication effectiveness, to increasing the efficiency of services and to improve citizen involvement.

The founding companies bring to CoolResearch a client list that includes the European Commission, the Department of Public Affairs of the Dutch Central Government, the Dutch Ministry of Foreign Affairs and the Dutch Ministry of Education, Culture and Science. CoolResearch is headquartered in Amsterdam.

Liesbeth Hop, president Pro Active International, said, “For the public sector to make the shift from merely providing information online to using new media for digital services and citizen involvement is a complicated process. There is a need for new communication strategies which use new media to create further interaction between governmental bodies and citizens, fostering ‘digital democracy.'”

Razorfish has created a Web site for the “Around Ground Zero” map designed to orient visitors to site where the Twin Towers and neighboring buildings of the World Trade Center collapsed. With the recent completion of the recovery efforts, Razorfish and the map’s creators hope the site will serve as an historical timeline and archive of the area referred to as Ground Zero. The site is being hosted free of charge by Logicworks and can be visited at Aroundgroundzero.net.

Around Ground Zero was first created in December 2001 as a print map, detailing the World Trade Center site and the surrounding area in lower Manhattan. The project grew out of discussions held through New York New Visions, a temporary coalition of architects and designers that came together to conceptualize responses to the events of September 11th.

“The physical space of Ground Zero is both physically and emotionally difficult to grasp,” said Thomas Muller, vice president of experience design at Razorfish , which is based in downtown Manhattan. “The goal of the online map is to provide a point of reference to the tragic events of 9/11 and to create an evolving archive of the day that changed our landscape forever.”

The online map focuses on the geography and architecture of the Ground Zero area. Additional detail explains the clean-up and recovery efforts, shifting public access and viewing platforms, temporary memorials, and changing landmarks of the Ground Zero landscape. Four interactive quadrants provide an inventory of damaged buildings, as well as information about accessible streets and views, boundaried zones, suggested walking paths, and memorial sites. The map also documents the exact location of the construction zone and activities in it; access routes into and out of it; police stations and firehouses; and practical information about subway and bus options, for the thousands of tourists and visitors who pay tribute to the area weekly.

Derrick Wheeler has become a partner in Marketleap, an Internet marketing agency. Previously the head of search engine optimization for Intrapromote, Wheeler will work with Marketleap’s search engine marketing team to provide strategy and leadership for all clients.

“Derrick brings depth and experience in this market that is matched by a very short list of people,” said Noel McMichael, president of Marketleap.

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

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