Execs and Accounts for March 26, 2003

The Interactive Advertising Bureau (IAB) has added 15 members to its roster. The new companies are Adtegrity.com, Ask Jeeves, BabyCenter, Business.com, CBS.com, CBSNews.com, CoolSavings, Crain’s Chicago Business, Crain’s New York Business, Eversave, EXI Technologies, Hearst Newspapers, iProspect, Multex and ValueClick.

Commenting on activities for the second-half of 2003, the IAB said it will launch phase two of the online branding campaign it began last year and announce new universal ad package guidelines.

Canadian interactive shop ninedots has launched a Web site for Levi Strauss & Co., coinciding with the kick-off of an integrated media campaign introducing the new line of Levi’s “Type 1” jeans. The site features animated Flash content, contests and TV spots, and explains the history of Levi’s as a cultural icon.

“The Web is an important channel for building relationships directly with our consumers,” said Dave Soyka, consumer marketing coordinator for Levi Strauss & Co. (Canada). “ninedots has helped us create a user-friendly Web site that clearly demonstrates our commitment to the needs of our consumers.”

Blast Radius has launched a new product support site for Nike Timing, a division of Nike focusing on its line of watches and workout monitoring devices. Approximately 60 products are organized on the site in five main categories. Site content — available in six languages — includes product photos and comparison charts, rich media tutorials, user manuals and e-commerce integration with Niketown.com.

“Blast Radius has helped us to reduce the anxiety that athletes often associate with technology-oriented training tools; the site will really help people get the most from their Nike watch, heart rate or speed and distance monitor,” said Ted Helprin, global marketing manager of Nike Timing.

Online marketer Performics has hired John Joseph as senior vice president of client services. Most recently, Joseph was EVP of client services for Agency.com, serving clients such as British Airways, Nokia and HP/Compaq. He was also president and CEO of Ketchum Directory Advertising, managing a base of clients that included Kinko’s, LensCrafters and Best Western Hotels. Prior to that, he spent eight years overseeing all marketing and advertising for Roto-Rooter.

“John’s addition demonstrates our commitment to having a premier client service-oriented organization,” said Jamie Crouthamel, CEO of Performics.

Broadband content network iFilm has tapped rich media developer CheckM8 to provide new ad units on its Web site. The first new format created and deployed by iFilm is the “Expandable SuperBanner,” a 728×90 ad unit that expands on user click. The format joins floating ad formats and other CheckM8 formats that iFilm has been using across its site during the last year.

“CheckM8 has given us a great competitive advantage. It allows us to design and create our own unique ad formats [and] customize popular ad formats to our own Web site, while having full control over the entire rich media process through the CheckM8 management, serving and reporting solution,” said iFilm EVP Adam Stein.

Tacoda Systems has partnered with Underscore Marketing to help its clients develop marketing campaigns that complement its Audience Management System (AMS), which segments online audiences according to their revenue potential. Underscore will work directly with Tacoda’s customers to develop ad programs based on the data gathered through their use of AMS.

“Advertisers who spend money online are looking for very specific audiences, as determined by behavior, interest and demographics,” said Underscore Marketing president Tom Hespos. “Underscore is happy to be working with Tacoda to give publishers the ability to leverage their data assets to provide audience-based ad packages to advertisers.”

Additionally, Tacoda has picked up Nando Media, the interactive media division of The McClatchy Company, as a client. Nando Media will install AMS for its affiliate sites.

Online pharmaceutical marketer Cadient Group has named Bigfoot Interactive its strategic e-mail communications provider. Cadient will use Bigfoot’s DREAM platform to launch, manage and track e-mail communications on behalf of its clients.

“Email is a vital part of what we do, converting consumer interest into action, and Bigfoot Interactive’s technological platform provides us with the level of precision we require,” said Craig Douglass, managing partner at the Cadient Group.

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

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