Execs and Accounts for March 5, 2003

Direct and interactive marketer True North has been awarded new projects with Pitney Bowes, Hachette Filipacchi Magazines and Thorn Communications.

Pitney Bowes has handed True North new interactive duties that include online advertising and e-mail for its small business postage meters unit. True North continues to work with Pitney Bowes on direct mail, print and alternative media acquisition programs.

Hachette Filipacchi will use True North to create e-mail renewal programs for Sound & Vision, Popular Photography, Road & Track, and Cycle World. True North built Hachette’s first e-mail renewal program for Woman’s Day and Car & Driver magazines, the success of which led to the new assignment. Thorn Communications has retained True North to redesign its site and produce marketing materials.

Yellow Corporation has selected Coremetrics’ Marketforce product to capture, store and analyze all online customer and visitor behavior for MyYellow.com, data it will then leverage to enhance the online customer experience and Web site navigation.

“We carefully evaluated many vendors in the Web analytics space and selected Coremetrics because they offer the most detailed view of the online channel,” said Bob Hitt, senior director of e-business at Yellow.

Carat Interactive has launched a campaign for Hyundai Motor America. Called “Stars in Your Eyes,” the campaign takes the form of a sweepstakes that will run through April. According to Carat, the media plan includes Eyeblaster and Flash executions on various of MSN’s entertainment pages. The assignment also involved the development of a microsite — the destination page for the sweeps. The sweepstakes builds up to Oscar night, when registered visitors can win tickets to the Oscars or one of three Hyundai automobiles.

The Georgia Department of Industry, Trade and Tourism (GDITT) is launching a special online sweepstakes for a free Georgia vacation. The sweepstakes goal is “to help put Georgia on the minds of travelers,” according to the GDITT.

The interactive campaign, developed and planned by Atlanta-based Ant Farm Interactive, launched on March 1 and runs through May 31. The campaign includes a mix of online advertising, direct e-mail advertising and an innovative online sweepstakes offering an expenses-paid Georgia vacation to a choice of five locations.

“An online campaign enables the department to reach a huge number of highly targeted prospects within its budget constraints,” said Michael Koziol, CEO of Ant Farm Interactive, a leading interactive marketing communications firm.

Exposure is expected to reach 6.7 million people for a total cost of $180,000. The ads will be posted on a variety of Web properties, including AOL, Southern Living, Better Homes and Gardens and a paid search inclusion on Google. In addition to online advertising, the campaign includes e-mail marketing and Web site enhancements.

Integrated communications and marketing services firm Shelton has hired Jo Temming as VP of creative services. Temming joined Shelton from her position as senior VP at a creative services agency in Dallas. She also worked for Sprint for nine years in various creative services and marketing positions.

“We are very excited that Jo Temming has decided to join our firm at a critical time in our growth cycle,” said Jodi Shelton, president and CEO of Shelton.

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

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