19 October, 2004 PRWEB. Former itraffic Execs Open New York Office of London Interactive Marketing Agency Web Liquid.

Two former senior executives from Omnicom’s AGENCY.COM/itraffic here have partnered with the founders of UK-based Web Liquid to open a NY office of the interactive marketing agency.

Founded in London in November of 2003 by former itraffic London directors David Shiell and Alain Portmann, and recently named in the ‘One’s to Watch’ in New Media Age’s top 100 interactive agencies, the UK office of Web Liquid currently has Excel Airways and Hilton International among their clients. The New York office opened with two undisclosed media and entertainment clients, and plans to assist with the current UK client work.

“The time is right in this growing interactive ad environment to offer clients a blend of digital marketing and channel optimization experience we don’t see being offered out there,” said Matthew Cronin, Account Director and co-founder of Web Liquid’s New York office. Most recently, he was Group Account Director at itraffic New York on the British Airways account. Cronin said the agency would look to work with clients’ marketing and sales, advertising, analytics and operations teams — evaluating how each uses digital channels, and then developing an integrated approach to achieve optimal efficiency throughout the entire purchase path.

“We are changing the paradigm of the typical agency/client relationship,” Cronin added. “This model is much more synergistic and takes advantage of the impact interactive marketing has on the entire client organization throughout the sales cycle.”

“We’ve all been in interactive marketing since its beginning,” said Blair Shapiro, Web Liquid’s Global Creative Director and co-founder of the New York office. “Well, digital now has a seat at the adult’s table and we seek to leverage our history of successes with this medium as a direct-response and branding channel to optimize a client’s overall ROI.” Shapiro was most recently VP/Creative Director in itraffic’s New York headquarters overseeing all creative, including work for British Airways, Discovery Networks and BrownCo, the online brokerage of JPMorganChase.

Shapiro added, “Because the founding partners of Web Liquid all have strong backgrounds in traditional and direct marketing — from account, media and creative — we can provide clients with a more holistic view of how their interactive efforts can best complement their total marketing mix as they put more and more media behind it.”