IQ News: Nicholson Expands Media, Research

Nicholson New York is sharpening its skills for developing strategic Web advertising. The interactive agency, which has a minority investment from Interpublic Group, is expanding its media buying and planning, and research and measurement capabilities. Instead of being treated as basic services, the company is integrating these disciplines into the interactive marketing process earlier, before creative work is produced. Previously, some of Nicholson’s buying and planning was executed outside of the agency.
As part of the initiative, the shop has made two new hires within the past month: media director Kathleen Sheridan, who had been an associate director of interactive media at Wunderman Cato Johnson, and Michael Wexler, director of research and measurement, who joined from Bronner Slosberg Humphrey’s Strategic Interactive Group, where he was manager of marketing analysis.
The company’s revamped media and research departments position Nicholson in a somewhat similar fashion to standalone online media shop i-traffic and iballs Internet Media, the interactive media unit spun off earlier this year from Kirshenbaum Bond & Partners. “We’re taking a more holistic approach by looking at clients’ business goals and needs and integrating Michael and Kathleen into that process,” said Chad Gallant, Nicholson executive vice president.
Nicholson has no plans right now to spin off a separate group to compete directly with those companies. Wexler admits, however, “It is something that can be independent.”–AS