London_ The institute of practitioners in Advertising is concerned about the potential commercial direction of Project Canvas, the proposed set of video- on-demand offerings from ITV, the BBC and BT.
“Brands need to avoid getting caught up in the hype”, says Gavin Reeder, head of digital strategy at BLM Quantum. “Far too many brands are saying they want to do something on twitter, simply because it’s the latest buzz”.
Havas-owned media agency Arena BLM organised a fancy dress day to raise money for Comic relief, and rewarded the member of staff wearing the funniest outfit with an all-expenses paid holiday to Dubai.
BLM Quantum’s head of online commercial operations, Jim Gyngell, who represents brands such as T-Mobile, Setanta and Domino’s Pizza, says: “IASH is a much-needed organisation, I dread to think what state the industry would be in now without it.”
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Online ad spend increased by 21% to £1.6bn in the first half of 2008, according to the Internet Advertising Bureau.
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Digital agency BLM Quantum is to open a new unit, QLadder, focusing on search engine optimisation.
Havas-owned Arena BLM and its digital unit BLM Quantum have secured the media planning and buying duties for Comedy Demon, the soon-to-launch online video portal from RDF Media.
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