i-traffic inc. in New York City has been
selected by Lexmark International Inc., a manufacturer
and supplier of printer solutions and products to handle its Internet
marketing account.
The assignment includes all online advertising, alliance management, product
demand generation and customer acquisition. Billings were not disclosed.
Specifically, i-traffic will be responsible for the management of all online
media planning and buying, creative services, test design, stewardship, on-
going data analysis and reporting for Lexmark. i-traffic will also offer
support and advisory services from its Strategic Alliance Services group,
which specializes in the acquisition of large-scale partnerships.
“Lexmark’s target market, consisting of both Web professionals and
enthusiasts, are already committed to information gathering and online
shopping,” said Wayne Mitchell, vice president/client services of i-traffic.
“When they find a Web site with e-commerce capabilities they feel good about,
they become evangelists. As a strategic partner, i-traffic is ready, willing
and able to enhance that grassroots effort and support Lexmark’s Web-based
commerce initiatives with razor edge creative integrated into highly targeted
online media,” Mitchell said.
Brent Beckwith, Lexmark’s e-commerce and Web Global Manager said, “We are very
excited about the prospect of working with a premier online marketing agency
in order to generate demand to our corporate and catalog sites. Our goal is to
make it easy to do business with Lexmark. With this in mind, it is important
that we increase awareness of our Web site where customers can download
drivers, locate the closest reseller or buy printers and supplies online.”
