Media has become a strange old (new) business in the digital age – it’s certainly no longer a matter of a few drinks at lunchtime and then a shouting match with a rep from the Daily Express who finds your offer of £100 for a DPS strangely resistible.
One big new area is so-called ‘biddable media’, which, I think, we used to call search or pay-per-click.
Up-and-coming WPP media agency Maxus (actually it’s probably there already) has appointed a new head of biddable media, Oliver Cassel (left) from Bwin.Party Digital Entertainment, to replace Mark Pain who’s off to join Twitter. Kassel, who worked previously for WPP at its GroupM trading operation, will oversee a 37-strong team working across Maxus’ major accounts which include L’Oréal, BT, Barclays, npower, ABF, Fiat and Arcadia Group.
Maxus managing partner Oliver Wood says: “With the appointment of Oliver as head of biddable, Maxus will cement and develop its competitive offering in this key, evolving area of media. Oliver brings solid experience and an impressive track record; we are delighted to welcome him back to the GroupM family at Maxus. I sincerely look forward to working with him again.”