Execs & Accounts for March 10, 2004

Internet audience measurement firm NetRatings hired Kenneth Cassar as director of strategic analysis. Cassar will oversee a team of senior analysts that provides Nielsen//NetRatings clients with e-commerce and media measurement and insight.

Cassar took the post after a stint as manager of strategic consulting at Modem Media, prior to which he was a senior analyst with Jupiter Research. He has also worked with Bertelsmann AG as the manager of marketing planning and analysis with the BMG Direct group.

eiStream made Temerlin McClain Interactive its interactive agency of record. The decision followed a national strategic and creative review that included Tribal DDB, Ideas 4, Auragen, Click Here and Logical Solutions.

“We were impressed with TM Interactive’s strategic thinking and disciplined approach to brand building,” said John Oldham, senior VP of marketing for eiStream.

Temerlin McClain Interactive’s first assignment will be to redesign and integrate eiStream’s corporate Web presence.

Eyeblaster tapped email delivery firm Savicom’s CampaignPlus platform to manage global online communication with customers and prospects. Savicom’s Web-based list management and email delivery service will power Eyeblaster’s “renewed contact management initiative.” Eyeblaster said it has begun an enhanced marketing push.

The MotleyFool.com. Kiplinger.com, Zacks.com and Salary.com tapped hyper-targeted ad network IndustryBrains to represent their inventory.

“Site specific targeting on premium sites has consistently proven to generate a lower cost-per-lead than programs utilizing a network model,” said IndustryBrains CEO Erik Matlick. “The addition of The Motley Fool, Kiplinger, Salary.com and Zacks Financial Network means that our advertisers will have access to the highest-quality audience on the Web.”

Thomas Industrial Network tapped interactive and direct marketing agency True North to promote its regional buying guides. Set to launch this month, the campaign will employ email, direct mail, insert media and telemarketing components to drive subscriptions and Web site traffic.

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