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HookMedia regroups with Artemis launch

Not earth-shattering

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But at least one analyst said Artemis may not be enough to right HookMedia. "[The service] is valuable and the market is moving toward better ROI management software and services," said Denise Garcia, research director-interactive advertising at Gartner Group Inc. "But it isn't adding anything new to the online ad market."

She added, "They have some good clients, but those companies may already be working on software analysis and advisory with other companies."

And, though the agency has a growing client roster, it also has lost three clients in recent months. One former client, who asked not to be identified, said he was eager to sign on for Artemis' services but ended his company's relationship with HookMedia when the agency kept delaying the release after repeated assurances to the contrary.

"Like a lot of things in marketing, the promise is better than the delivery," the source said. "When you say you're going to deliver a service, you deliver it. It's not a negotiation. It's a given."

The source commented on what has become a common gripe about Web-centric companies: They're well versed in online advertising, but blind to media buying in general.

However, Grossman said Artemis was available for HookMedia's clients in November, but the company spent the next three months ironing out the bugs. "It came in on time and on budget," he said.

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