Clarity Communications has launched an online media planning/buying service for advertisers and agencies. The specialist new media consultancy firm has brought in Glen Yearwood, formerly of Carat Business, to run the operation.
The service is aimed at clients and media independents which do not have an in-house new media planning and buying capability of their own.
Commenting on this announcement, Martin Chilcott, Clarity’s chairman, said: “We believe our offering is unique because it combines an understanding of new media with proven expertise in planning and buying. Although many companies have recently claimed to set up similar services, there is a real vacuum in the marketplace for an accountable service which sits between web sites and advertisers and can integrate new media effectively into an accountable overall campaign.”
A key part of Clarity’s work in this fiend will be to persuade online publishers to get their sites audited as this will “allow them to present themselves and their offering in a way which is professional and acceptable to advertisers”.
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