NewswireToday - /newswire/ -
Brighton, East Sussex, United Kingdom, 2008/01/23 - Search-led digital marketing agency Spannerworks, an iCrossing company, today announces that Arjo Ghosh, CEO, Spannerworks has been appointed to the role of Search Group chairman of a new advisory group launched today by the IPA.
The newly-formed IPA Search Group has marked its launch by issuing agency recommendations to help guard against the misuse of client trademarks in Search Engine Marketing and to push search engines for greater clarity, increased and more efficient service levels, and greater protections. This is in line with its action-orientated agenda to help the search marketing sector mature.
The use and misuse of trademarks within Search Engine Advertising has lead to increasing concern amongst advertisers that they are losing website traffic and sales to competitors and that their brand, and in turn their consumers’ experience of their brand, is being damaged.
Through discussions with leading paid-for search providers Yahoo! Search Marketing Solutions, Google, Microsoft Digital Advertising Solutions and MIVA, IPA Search has clarified what their current policies are, found out how they manage the implementation of these policies and what their future plans are.
Arjo Ghosh, chairman IPA Search Group and CEO, Spannerworks, comments: “The launch of the IPA search group is a sign of the industry maturing. Search is an increasingly integral part of the media mix and the variety of agencies involved in the group reflects our determination to evolve standards and get better agency representation in a sector that was until recently serviced by specialists.”
Full guidance and recommendations are on the IPA website.
The IPA Search Group currently consists of the following agencies, and is open to further agencies interested in joining: Spannerworks, The Search Works International, Zed Media, i-level, Isobar Global, Universal McCann, I Spy Search, LBi Media Planning Group, VCCP Search, DBD Media MediaVest (Manchester), Cheeze, Profero, Steak Media, agency.com agenda21.
Spannerworks (spannerworks.co.uk) is a UK-based search and social marketing agency. Through its combined search marketing and social media services, Spannerworks helps leading brands - including Best Western Hotels, HBOS, and BT - to out-think, out-perform and out-grow their competitors. Recognised as a top digital agency in the UK, Spannerworks is an operating division of iCrossing, a global digital marketing agency driven by the consumer’s perspective.
About iCrossing Inc.
iCrossing Inc. is the largest independent global digital marketing company. Through its operating units – flagship digital marketing agency iCrossing, user and brand experience agency Proxicom, UK.-based search and social marketing agency Spannerworks, and marketing technology provider Sharp Analytics – the company combines world class digital marketing services with innovative digital marketing technologies to connect global brands with their customers. iCrossing Inc.’s clients include Travelocity, Toyota and 40 of the Fortune 500 including The Coca-Cola Company, General Motors and DuPont. Headquartered in Scottsdale, the company has 550 employees in 12 offices across the U.S. and UK.
The IPA (ipa.co.uk) is the industry body and professional institute for UK advertising, media and marketing communications agencies. It was established in 1917 as a servicing body and to negotiate on behalf of its members with media bodies, government departments and unions. Its 274 corporate members represent the major part of the advertising agency business, handling advertising with an estimated value of some £13,000 million per year (over 80 per cent of advertising placed by agencies) on behalf of their client companies and organisations nationwide. (note this figure is based on 2005 Advertising Statistics Yearbook figures and excludes classified and television production costs).