Execs and Accounts for April 25, 2003
New York Times Digital implements its new half-page unit on behalf of several clients; Taylor Nelson Sofres rebrands as TNS; LookSmart U.K. appoints Rob Pearson as sales director
New York Times Digital (NYTD), the digital business unit of The New York Times Company, has implemented its new half-page ad unit for several clients. Last week Verizon launched its half-page ad on NYTimes.com and in May will begin another geotargeted campaign on both NYTimes.com and Boston.com, which also belongs to NYTD. Boston.com’s use of the format launched with TNT Vacations last week and will feature a half-page ad from Audi beginning next week.
“We are excited about being one of the first advertisers to adopt the half-page ad,” said Erin Bredemann, interactive supervisor for McKinney & Silver, Audi’s ad agency. “The larger ad size provides Audi with a flexible storytelling environment to powerfully communicate its message.”
The 336×800 pixel-sized ad unit will be the dominant unit on select article pages. Martin Nisenholtz, CEO of NYTD, said the larger size will allow advertisers to easily transfer print concepts to an online setting, creating interactive ads that are in alignment with the overall campaign.
“These ad formats provide a palette that allows the creative community to paint with the full range of emotion and branding impact,” Nisenholtz said.
As part of a major rebranding exercise, Taylor Nelson Sofres, a provider of market research, will be renamed TNS, and its global operations will be united under this single identity. The new TNS brand was developed by global brand consultancy Wolff Olins and is based on the idea of being “the sixth sense of business,” the agency said.
“TNS is about reading between the lines, looking behind the numbers and beyond the trends. We’ve simplified the group’s brand architecture to bring clarity to its offer,” said Tom Banks, account director at Wolff Olins.
TNS said the effort seeks to capitalize on changes in the global market research industry, as well as to leverage recent acquisitions.
Search marketer LookSmart U.K. has appointed Rob Pearson as sales director, to develop and manage all aspects of LookSmart’s sales operations. Pearson most recently worked for BTLookSmart, a joint venture between LookSmart and British Telecommunications, as an account manager and sales manager. Before that he worked for IPC Magazine as a sales manager.
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