Following up on its Internet base businesses Initiative Media Worldwide, New York, is launching an interactive division, FastBridge, to help traditional and interactive clients buy media on the Internet. Lynn Bolger, CEO-managing director of FastBridge, will head up worldwide operations. Before joining Interpublic Group of Cos.-owned Initiative, Ms. Bolger was senior VP-media director for Interpublic's APL Digital, which has since been renamed Lowe
Lintas Interactive. Initiative clients spend about $50 million annually on Internet advertising. FastBridge has relationships primarily with established marketers such asCoca-Cola Co., Dell Computer Corp., Home Depot, Microsoft Corp. Nextel and Unilever as well as relationships with some dot-coms including OnMoney.com
. FastBridge isn't to be confused with IM.com, which Initiative launched in June as a 15-person branding division for 70-odd dot-com clients that use traditional media, new media and direct marketing. Initiative at midyear reported about $750 million in online and offline billings from dot-coms, though that's probably fallen as dot-coms scale back or fold.
Copyright October 2000, Crain Communications Inc.