True North Spins Its Web Anew

Redefines CPS Interactive in Texas, Plans National Expansion
DALLAS-This week, True North Communications relaunches its CPS Interactive division as SixtyFootSpider, which will make a series of acquisitions across the U.S. next year in order to gain a national presence, said general manager Terry Young.
With headquarters in Irving, Texas, and an office in Seattle, shop executives are looking “very heavily” at New York as the first city for expansion, he said.
SixtyFootSpider originally was established in 1994 as CPS Interactive to service Temerlin McClain client American Airlines. Since then, the company has grown to more than 45 people, servicing more than 20 clients and hosting more than 16,000 Web pages.
The agency has capitalized billings of $28 million. Its client roster includes the U.S. Air Force, Subaru of America, Bahamas Ministry of Tourism, GTE Internetworking and
Young said SixtyFootSpider is primarily affiliated with Bozell, but is available to service any True North shop. The shop differs from the parent’s other Internet offerings, R/GA Interactive and Stein Rogan + Partners, in its strategy, he said.
“SixtyFootSpider is trying to hit hard on a turnkey approach for clients that have very few people on staff. … We do everything from hosting to consulting to online media,” he said.
The agency has labeled its method the “Iteam,” in which six interactive disciplines-strategic consulting, technology, media, creative, production and behavior tracing-are combined to meet each client’s needs.
The parent’s two other Internet shops have developed niches in high-end development and branding. “We’re independent of each other; we’re all part of a strategy for True North to be comprehensive in its product offering,” Young noted.
“Our mission is to really make the integration happen between the traditional advertising side,” he continued, describing SixtyFootSpider’s host-ing facility and Web-site updates based on real-time feedback from Web-site visitors.
A campaign to promote the agency is expected next year. “We plan to really get SixtyFootSpider out there from a branding standpoint,” Young said.
True North wants to make the agency as well-known in the field as its competitors Razorfish or DoubleClick, said Young.
-with Angela Dawson