More NewsExecs & Accounts for April 2, 2004

Execs & Accounts for April 2, 2004

Interep gets into search; Unicast signs new publishers; and Idea Machine takes on new projects.

Interep Interactive is entering the search marketing realm, selling “brand phrases” for NameSpace. NameSpace works with ISPs, browsers and navigation bar companies, and then sells keywords and phrases to marketers. The result is that Internet users can type natural language searches, like “Wal-Mart” or “RadioShack phones,” into their browser address windows, and be transported directly to the advertisers’ sites.

The representation deal is a departure from Interep’s core business, which has historically been focused on selling national ad inventory for Web sites such as Expedia.com, Fodors.com, MapQuest.com and Sony.

Unicast has signed several new publishers to carry its Video Commercial format. Bolt, Cox Newspapers, Primedia Automotive and SmartMoney.com have agreed to offer the two megabyte, 30-second ad unit, which allows marketers to use their offline TV assets online.

Idea Machine, Calgary-based RareMethod’s digital creative division, is building Web-based and multimedia projects for Medallion Development Corporation and Absolute Energy Solutions.

For Medallion, the company is building a Web site to sell residential real estate. The Absolute Energy project will involve developing an original identity and related Web-based marketing materials for the company’s sand control products. The sand control tool is used in oil and gas operations.

Brooklyn-based Domani Studios has launched a Web site for the Whitney Museum of American Art’s 2004 Biennial. At www.whitney.org/biennial, Visitors can see an overview of each artist in the exhibit, preview samples of their work, and visit links submitted by the artist.

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