Web Liquid Opens NY Office

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British interactive marketing agency Web Liquid entered the United States this month with a New York office headed by former itraffic executives Blair Shapiro and Matthew Cronin.

Web Liquid's London office, founded by itraffic alumni David Shiell and Alain Portmann, launched in November 2003 with accounts such as Hilton International and Excel Airways.

"The interactive advertising climate is so explosive right now, but even more so because we see a need for an interactive shop with our experience in the interactive space," Shapiro said.

Web Liquid, New York, has begun work for two undisclosed clients, one in media and the other in entertainment. The office also will help its London headquarters on Hilton and Excel Airways.

Shapiro is global creative director at the agency. He most recently was vice president and creative director at itraffic New York, supervising creative work for British Airways, Discovery Networks and BrownCo, JP Morgan Chase & Co.'s online brokerage.

Cronin is account director at Web Liquid, New York. He was group account director at itraffic New York on the British Airways account.

Shapiro said Web Liquid divides its services into three categories. Liquid Marcoms contains campaign strategy and planning, media planning, buying and reporting as well as creative execution and production. Liquid Commerce includes online product distribution, partnerships and affiliate and search engine marketing. Liquid Diagnostics covers marketing metrics, return on investment and datastream analysis, creative pre-testing, Web site usability and performance optimization.

Such services help clients' marketing, sales, advertising, analytics or operations teams. The agency (www.webliquidus.com) is hiring.

"We're currently looking for media and creative talent with interactive experience," Shapiro said.

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