Execs and Accounts for October 4, 2002

Responding to the fast-paced growth of the online Hispanic population, entertainment industry viral marketer ElectricArtists has unveiled its initial slate of ElectricArtists En Espanol clients.

The account wins include Atlantic Records, Palm Pictures and Newmarket Films/HBO Pictures. ElectricArtists En Espanol has begun working on grassroots marketing campaigns for the films “Sex and Lucia” and “Real Women Have Curves,” as well as “From the Inside,” the latest release from International recording artist Laura Pausini.

ElectricArtists En Espanol was launched July 24th and reaches out to the most influential individuals online to generate buzz and excitement for its accounts. ElectricArtists’ first foray into the Hispanic online community came this past May and June, when the company developed and implemented a Spanish-language initiative as part of a global campaign for soccer’s FIFA World Cup 2002. Hundreds of thousands of Internet browsing Hispanics responded to the campaign.

“The caliber of clients, retained just two weeks after launching ElectricArtists En Espanol, is a testament to the quality of work we offer and the need to reach the growing Hispanic community online,” said Marc Schiller, CEO and co-founder of ElectricArtists. “Our goal is to see ElectricArtists En Espanol expand into every segment of our business, encompassing music, video games, films, publishing and consumer brands.”

Yahoo is preparing to launch a broad fourth quarter campaign in support of Grammy and AMA-award winner Faith Hill. The campaign consists of comprehensive online and offline promotions in support of the country and pop musician’s fifth studio album “Cry,” to be released on October 15. Fans will have access to exclusive audio and video content on LAUNCH, Your Yahoo Music Experience throughout the month.

Yahoo will make Hill’s music video catalogue available, along with her new video “Cry” and an exclusive in-studio performance of “When The Lights Go Down.” Also available are a hand-selected photo gallery and a Faith Hill programmed Internet radio station. Additionally, the LAUNCH Web site will offer several exclusive content premieres. These include an October 7th behind-the-scenes making of the video for “Cry,” an October 9th world premiere audio stream of three album cuts, and an October 15th interview with Faith.

The promo also provides extensive album exposure throughout the Yahoo network, offline retail tie-ins with Target, and a Yahoo Shopping online pre-order campaign.

“I’m very proud of what we have put together with Yahoo,” said Hill. “They’ve been incredibly supportive of the country community over the years and I’m proud to be part of that commitment.”

Advertising technology firm Atlas DMT has hired Ona Karasa as its chief technology officer and senior vice president of development and product services.

Most recently, Karasa served as executive vice president and general manager for MSNBC.com, where she managed the company’s finance, marketing, technology, sales and business development departments. Before that, she held executive product development positions for Clarus Corporation, Atrieva, and Adobe Systems.

“Ona’s operational and management abilities, her record of success with leading technology organizations and her recent experience in the online advertising space, make her a tremendous addition to our management team,” said Tom Sperry, president of Atlas DMT.

Avaya has awarded its global advertising program to McCann-Erickson New York. McCann will handle creative and media responsibilities, as well as online responsibilities through MRM Gould, a McCann-Erickson WorldGroup company based in San Francisco that specializes in relationship and Internet marketing.

RareMethod has promoted Mike Allan from lead strategist to vice president of strategy. Prior to joining RareMethod, Allan was the president of Stickman Interactive, a Calgary-based Web design and marketing firm. Before that, he was a multimedia developer and analyst at Street Smart Strategic Planning.

“This appointment is in recognition of Mikes instrumental role in providing our customers with innovative on-line marketing solutions,” said RareMethod President Roger Jewett. “In particular, he has done an outstanding job in helping to grow MethodMail, our strategic email marketing division.”

For more breaking news on account action and executive moves, visit ChannelSeven.com.

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