CReATION: OgilvyInteractive, NetX form JV media consultancy for Asia

OgilvyInteractive and Australian-based interactive agency NetX have formed a joint venture media consultancy to service clients in the Asia region, outside of Australia. The new operation, called NetX OgilvyInteractive, will open its first operation in Singapore and Greater China this month, with plans for expansion into other Asian markets over the next few months. The JV will combine OgilvyInteractive's regional network and blue chip client list with NetX's innovative approach to interactive media to provide clients with new media services in the region. These will include planning of interactive media campaigns, post-buy analytics of campaign effectiveness and a variety of consultancy services for clients wishing to conduct affiliate programmes, interactive media sponsorships and content deals. NetX OgilvyInteractive will also provide services for both fixed line and wireless telecommunications devices. OgilvyInteractive Asia chief executive officer Kent Wertime said that NetX - which won five of six categories at the 1999 Australian Internet Advertising Awards, including 'Best of Show' - was a valuable partner because it has more experience in online campaigns, having been established in Australia more than three years ago. "Asian companies are now more centrally focused on themselves; they ask questions like 'how do we start a website?' compared with in Australia where they ask more sophisticated questions like 'how will our website make a point of differentiation for our brand?'," he told CReATION. Mr Craig Wilson, chairman of NetX and CEO of the JV unit added: "We've been through the learning curve when it comes to bringing clients online and, depending on individual situations and scenarios, we generally know what works for which client." In the rush to provide interactive solutions for clients, most agencies - big and small - spend most of their time and energy on banner ads. However, Mr Wertime said that this was a mistake. "The new world of media is not old media simply grafted onto new media," he explained. Clients, he noted, were increasingly asking for new and innovative solutions for their 'Net ventures and that was more about content, affiliate programmes and sponsorships, in addition to advertising. Mr Nic Burrows, NetX media services director who will head up the Singapore JV operation, added, "We will even think about ebusiness strategy all the way to execution and right up to pulling out the data during and after a campaign to learn where we could have done things better."

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