AdLINK Launches Specialised Digital Marketing Company

Digital communications group, AdLINK Internet Media, has launched a new company to specialise in digital direct marketing.

Response Republic, which is a wholly owned subsidiary of AdLINK, will begin operating as an independent company in the UK and France in February and will roll out across the rest of Europe next year.

The organisation, which will be headed by former managing director of AdLINK UK, Richard Holman, has been created as a separate brand to allow a clear positioning and specialisation. It will deal with campaigns that are priced on a performance basis, such as cost-per-click, cost-per-lead and cost-per-sale.

AdLINK will continue to focus on branding and permission based marketing services and will not sell performance-based campaigns in the future.

Commenting on the launch, Michael Kleindl, CEO of AdLINK Internet Media, said: “We expect significant growth, especially for the online performance marketing segment, in the near future. With the launch of Response Republic we have taken a major step to achieve a competitive positioning across Europe in this market.”

He added: “Due to the synergies within the AdLINK group, the new company will have access to resources and know-how but will, at the same time, be able to work at very cost-efficient levels.”

Rival digital marketing company, ValueClick, has welcomed the launch of Response Republic as a catalyst for greater competition within the market.

Carl White, European managing director of ValueClick, said: “This is a massive vindication for the strategy that ValueClick has followed for the last 18 months. Anything that stimulates the market has got to be good news for us.”

AdLINK: 020 7379 3663 www.adlink.net

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