BrandEra network embarks

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Warp 10 Technologies, a Toronto-based company that develops online services for the marketing community, today launches, a Web-based network of tools to make marketers' jobs easier.

The service enables agency, creative and marketing professionals to locate advertising resources, including production and creative talent as well as marketing advice; work with other members of a particular team or company online; manage assets; view ads; and send and store information regarding a campaign.

The network has five initial components:, the portal for the package of offerings that features news, other content and a resource listing;, an online project and asset management area;, a listing of creatives worldwide; a store called the Shoppe, which will sell books, tools and software; and, an online showcase of advertising from different agencies and marketers.

A sixth component, RFPxchange, an area to post requests for and responses to proposals, launches early next year, said Rob Aronoff, Warp 10 exec VP-general manager.

An additional component, MediaXchange, will be storefronts of businesses that supply information, tools and content for use by marketing communications professionals--a sort of online mall that will launch later next year, Mr. Aronoff said.

BrandEra's services will be offered free at launch; next year, certain fee-based services within each component will be made available.


The network is designed to cut down on the costly, time-consuming process of selecting agencies, selecting creative talent and coordinating campaigns, Mr. Aronoff said.

"We are enhancing the ability of communications professionals, brand-marketing people, agency professionals and the individual creatives working with those agencies to break beyond the barriers of what is in their own back yards," he said. "This brings companies together. They are now able to assemble teams and take advantage of round-the-clock access (to resources and information). This is a very compelling platform for them."

BrandEra will generate revenue through fee-based services and site advertising. One launch advertiser is [email protected]'s BrandEra is in talks with other potential advertisers.

Partners include ad networks DoubleClick and WinStar Interactive to sell ad space; Creative- for portfolio listings; Apple Computer, eMarketer and Screaming Media for news, editorial and research; and Getty Images for stock photos.

Copyright November 1999, Crain Communications Inc.

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