InterAd, created in March after the dramatic mass resignation of staff at the now defunct Softbank Interactive Marketing Europe, London, already operates 12 offices in eight European markets and is represented in Asia.
Launching a new division in Manhattan Beach, California, marks the company's ambitions to offer international advertisers a more comprehensive service and compete against market leaders such as DoubleClick.
Until now, InterAd clients have relied on independent operators in the U.S. Mr. Colvin's task is also to source U.S.-based clients. "We want to make sure that the impressions that come from the U.S. to our European Web sites can be identified. We also want to identify for U.S.-branded Web site [clients] the traffic coming from overseas by country; and to raise InterAd's profile."
Bringing in Mr. Colvin, co-founder of Interactive Marketing, the pioneer sales operation which later became Softbank Interactive Inc., will go some way to enhance InterAd's standing in the international online ad market.
Copyright October 1998, Crain Communications Inc.