Avenue A Forms Strategic Partnership Program

Interactive agency Avenue A Inc. launched a new service designed to enable its clients to minimize risk and maximize return-on-investment (ROI) on high-profile portal and sponsorship deals.

Called the Strategic Partnership Program (SPP), Avenue A provides counsel to its clients negotiating significant advertising and placement contracts with large Web sites.

Each client is assigned an Avenue A SPP manager, a specialist in media negotiation and analysis, who uses performance data to identify potential site partners for the client.

The SPP manager assists the client during negotiations and manages the execution of the contract to measure performance and optimize results.

“This program is a direct result of client demand,” said Anna Collins, vice president of media strategic development for Avenue A. “Purchasing advertising space as part of a strategic partnership is complex, often involving multi-year commitments.”

Avenue A clients have included Eddie Bauer, Ticketmaster Online-CitySearch, Gateway, Real Networks, Mountain Zone and uBid.com.

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