More NewsBig Yellow Exec Jumps to i-traffic

Big Yellow Exec Jumps to i-traffic

Wayne Mitchell, one of the principal architects of Bell Atlantic's onlineyellow pages directory BigYellow, was named to the newly created position ofvice president, account manager at I-traffic in New York City.

Wayne Mitchell, one of the principal architects of Bell Atlantic’s online yellow pages directory BigYellow, was named to the newly created position of vice president, account manager at I-traffic in New York City.

As advertising and promotional director at BigYellow, Mitchell handled an annual online ad budget of roughly $2 million. He will report to i-traffic chief executive Scott Heiferman, chief financial officer Ed Dintrone, and media director Peter Meluso.

i-traffic is beginning a hiring blitz over the next 10 weeks in which it hopes to increase the staff from roughly 50 to 80 people, according to an Adweek report.

Mitchell, an 11-year veteran of Nynex and, more recently, with Bell Atlantic following last year’s merger, was responsible for assembling a team of designers and media planners for Big Yellow plus orchestrating its distribution and promotional efforts.

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