Internet marketing firm Beyond Interactive this week opened the doors on its first two international offices, in China and Mexico, as part of an expansion strategy that's expected to eventually take the company to Europe, South America and Australia.
The international moves have been helped along by Beyond Interactive's acquisition by Grey Advertising, which has offices in more than 90 countries.
The company is opening up three offices in China -- in Guanghou, Beijing, and Hong Kong -- which will be run by Grey Advertising's Viveca Chan. With this appointment, she takes the title of co-founder and chief executive officer of Beyond Interactive Asia. The China office already has a client -- 36.com, a portal.
The Mexico City office will be headed by Moses Robles, managing director of Beyond Interactive's Latin America division. Eritmo, a new Latin music Web site, will be serviced out of this office.
"The Web is a global marketing medium and interactive marketing has the opportunity to reach this world wide network more efficiently than ever before," said Jonn Behrman, president and chief executive officer of Beyond Interactive.
"By becoming a global marketing firm, we can carefully craft and deliver messages that resonate within local markets."
The company says offices in Europe, South America and Australia are in the works.
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Pamela Parker is a former managing editor of ClickZ News, Features, and Experts. She's been covering interactive advertising and marketing since the boom days of 1999, chronicling the dot-com crash and the subsequent rise of the medium. Before working at ClickZ, Parker was associate editor at @NY, a pioneering Web site and e-mail newsletter covering New York new media start-ups. Parker received a master's degree in journalism, with a concentration in new media, from Columbia University's Graduate School of Journalism.
March 19, 2014