HookMedia last week took a first step toward becoming a force nationwide, opening an outpost in Atlanta.
"We looked at large corporations and what they were spending in terms of media buys and the Internet, and mapped where the mid-sized agencies are located," said HookMedia founder and president Don Epperson of the shop's decision to open its second office in Atlanta.
HookMedia specializes in online media planning, placement, tracking and reporting.
Formed in 1998, the company attracted $15 million in venture funding last March. It currently employs about 80 staffers.
HookMedia counts Adair-Greene and Interactive Planet as its agency partners in the Atlanta area. It is in talks with other area shops about handling Internet placement for various clients, Epperson said.
The Atlanta office is led by Barry Lowenthal, a principal who joined HookMedia several months ago from Kirshenbaum Bond & Partners in New York, where he served as partner and media director.
The new office will service Southeast business markets. It currently has five employees, although Epperson anticipated that it could grow to 20-30 by year's end.
The Boston-based company has plans to expand to New York and Chicago later this year. California is next on the wish list, followed by a strategic move into Europe as early as 2001.
"The Internet is obviously global, and we need to be in multiple locations around the globe," said Epperson. K