Active International Restructures Sales Efforts

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Media bartering company Active International has re-structured and doubled the size of its sales and media team to drive growth.

Ian Lomas’s former role as commercial director has been broadened to include responsibility for both media value delivery and new business. As group commercial director he now reports directly to international managing director Tony Harradine.

The company has also bolstered its team with two new commercial managers, Louise Dowbiggin and Anisa Zulfiqar, who will both report to Lomas. Dowbiggin will move from Active in the UK for the new role and Zulfiqar returns to the company she worked at for seven year prior.

Also moving from the UK is former ZenithOptimedia London trading director Ricki Assenheim who becomes head of media. Assenheim will report to Lomas and has been charged with integrating Active’s media delivery within the media agency buying process.

Media bartering has become a hot topic of late as media agencies look to diversify their revenue streams. In May, GroupM announced it had entered into a joint venture agreement with UK bartering firm Astus, while earlier in the year another UK bartering specialist, Miroma, enlisted the backing of Shane Warne to launch. UM also has its own barter offer, Orion Trading, which started in 2009.

On the new appointments, Harradine said: “ The corporate trading market in the UK is now an essential service for both advertisers and media agencies and Ricki’s media agency experience in the UK market will help us, as market leader, to grow the sector here.

“Active International’s business has grown by 50% year-on-year and our new sales and media team will help continue that growth trajectory. More and more clients are realising the benefit of corporate trading to generate additional value from surplus or underperforming stock and make their media investment work harder.”

Active International’s Australian clients include Unilever, Sara Lee, Rebel Sport, Audi, Telstra, Lindt, Mars and Weight Watchers.

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