Execs and Accounts for March 12, 2003

Extending its membership policy to include companies that support the sale of interactive advertising and marketing, the Interactive Advertising Bureau (IAB) has announced the creation of an Associate Member category, which will be represented within the organization by an Associate Member Board (AMB). The move invites more participation from companies the IAB had shut out when it shifted its focus to representing publishers alone.

Atlas DMTs President Tom Sperry has been named chairman of the AMB. Joining Sperry on the AMB are Lynn Bolger, EVP of agency development for comScore Media Metrix, Nick Nyhan, CEO of Dynamic Logic, Gal Trifon, CEO of Eyeblaster, John Vincent, EyeWonder’s CEO, Lee Smith, COO and president of InsightExpress, Charles Buchwalter, VP of client analytics for Nielsen//NetRatings and Richard Hopple, chairman and CEO of Unicast. In addition to the companies represented on the AMB, other new associate member companies include Amazing Media, Applied Semantics, Bluestreak, CentrPort, Go Toast, itraffic and Viewpoint.

Representing the perspective of companies that support the industry, associate member companies will work with the IAB board in identifying and prioritizing key issues and initiatives the industry will undertake to improve the overall effectiveness of the business. Associate members are eligible to join any of IABs sixteen committees, and will meet separately four times a year.

Agency.com has launched a new Web site for Hart Schaffner Marx, a manufacturer of men’s apparel. The launch coincides with the release of a new print campaign in the Wall Street Journal, which can be previewed on the site. The goal of the site is to increase awareness of the Hart Schaffner Marx brand, build a direct relationship with consumers and help drive traffic to better department and specialty store retail partners.

“The Web is an important channel for building relationships directly with our customers,” said Jerry Marxhausen, VP and national sales manager for Hart Schaffner Marx. “Agency.com has helped us create a user-friendly Web site that clearly demonstrates our commitment to the needs of our customers and the superior quality of our clothing.”

Esselte Corporation, a maker of filing products, is launching a marketing campaign and branding initiative on March 19 in the form of the “Pendaflex Learning Center,” an training Web site. The Web resource is a free online education tool that will teach users the basics of Microsoft Word, Excel and PowerPoint, and offer guidance on critical topics such as business etiquette. Esselte said it wants to build additional brand awareness and equity in the Pendaflex name.

InFocus Corporation, Tripwire, Credence and Electro Scientific Industries have chosen emailROI to deliver email marketing services. The email marketer will provide media planning and buying services for Tripwire’s targeted opt-in email lists. Credence will use emailROI’s platform to produce, distribute and track email communications more effectively. ESI intends to integrate email marketing into their current CRM system.

“Our goal is to enhance the quality of the relationship between our clients and their customers,” said Kent Lewis, emailROI president. “These wins, which represent our highest-profile clients to date, have validated our unique philosophy.”