Australian Ad Agency Sticks to DoubleClick

An Australian advertising media buying company has committed to a one-year deal worth AU$10 million (US$6.5 million) with US-based new media agency DoubleClick.

emitch, a spin-off of established media buying company Mitchell & Partners, has entered a partnership in which DoubleClick will provide “technology and Internet advertising inventory” for emitch’s media buying advisory role.

The AU$10 million will be spent within 12 months, and the two agencies have agreed on an option for a further AU$8 million (US$4.3 million) over that period.

“While emitch will purchase advertising space from a number of Web sites and network providers, DoubleClick’s leadership in online advertising solutions played a significant role in determining the nature and size of this partnership,” said Ben Burge, CEO of emitch.

One of the new agency’s stated aims is “avoiding vested interests in particular Web sites or networks.”

emitch will compete in the Australian industry with fellow local start-ups such as NetX Communications, and online divisions of older agencies like Euro RSCG and Ammirati Puritas Lintas.

The size of the deal is significant compared to the size of the entire Australian online advertising spend, which was AU$12 million (US7.8 million) in 1998 and is estimated to reach AU$20-25 million (US$13-16.3 million) this year.

The emitch deal is arguably the single most expensive online ad spend by an Australian company. Previously, that title went to Lasseters Casino on the DoubleClick network in July, in a solo deal worth AU$500,000 (US$326,000).