Shop Beefs Up Online Marketing With Traditional Media Strategies
DALLAS-A Web marketing specialist has joined the staff of T3 in a newly established interactive management position at the Austin, Texas, advertising agency.
Jason Shaw, named director of Internet strategy at T3, is slated to begin assisting the agency’s current roster and supervise a discipline that will also pursue online clients. Shaw previously oversaw the consultancy Avatar Technology, where he worked with other Austin companies and agencies, including GSD&M.
Shaw said he decided to move to T3 after discussing the shop’s plan for combining Internet marketing within a comprehensive strategy of traditional media.
T3 is ramping up its new online capabilities in conjunction with the new hire. Shaw said his decision to come aboard was also based on what he could not accomplish at Avatar.
“We were working with a number of companies individually [which] were trying to advertise on the Web separately” from their standard advertising buys, said Shaw. “And a lot of my solutions were not necessarily Web based . . . [For instance], we couldn’t help them with their direct mail.”
T3 president Gay Gaddis called Shaw an “Internet heavyweight,” with an advertising and marketing background. Shaw started Infobahn, an Austin Web development firm, which merged with Avatar last year.
“We feel very well covered in every discipline in advertising and communications,” said Gaddis. “If there was a weak link in our armor, it was the Internet as far as architecture” and market approach, she said.
Shaw handled projects for T3 in the past. His other assignments at Avatar also involved GSD&M roster clients Lennox International, Southwestern Bell Wireless and the Texas Department of Economic Development. According to Shaw, he helped construct the first Web site for Lennox and helped win an Effie with his work for Texas tourism.
Gaddis said new business assignments from Taco Cabana and H.E. Butt Grocery Co.’s Central Market concept helped spur the addition of Shaw and other recent new staffers.
Shaw’s arrival is the second major executive change at the shop this spring. In May, T3 recruited Ogilvy & Mather veteran Jay Suhr as creative director.
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