- John Consoli, Mediaweek

NEW YORK Amphibian is the latest buzzword among media buying agencies, with its launch as a new activation unit by Initiative USA.

Amphibian will be headed by Drew Corry and will proactively pursue ideas and promotions integrated across all platforms, from traditional media to online, mobile, digital video and Internet television.

"Amphibian will be a specialized wing of our activation discipline," said Tim Spengler, president, Initiative USA.

Among clients already benefiting from Amphibian are S.C. Johnson, Bayer, Las Vegas Convention and Visitor Authority and Big Lots.

One example of how Amphibian will work can be seen in a deal it did for S.C. Johnson's Ziploc. The unit initiated a partnership with the NBC reality show The Biggest Loser. Through a network-sponsored widget, viewers were able to track on their desktops their personal weight-loss goals and stay updated with fitness and healthy eating tips, along with following the contestants on the show. The healthy eating tips incorporated the use of Ziploc bags. On-air billboards drove traffic to the site.

Big Lots was a charter presenting sponsor for USA Networks when the cable channel launched a gaming section within its usatv.com Web site. Co-branded promotional TV spots were used to drive traffic to the site, where the retailer's branded colors and logo were used in the games.

"We are constantly seeking new ways to help our clients' messages resonate with people in a world where the blurring of traditional and digital media is increasing," Spengler said. "Amphibian will be a welcome asset for any of Initiative's clients."

As head of Amphibian, Corry will report to Kris Magel, svp, director of broadcast, and to Phil Sloane, vp, interactive.