Execs & Accounts for November 12, 2004

The BBC tapped Nielsen//NetRatings and its partner SageMetrics to provide traffic measurement and analysis of its bbc.co.uk Web site. Nielsen//NetRatings and SageMetrics signed the non-profit U.K. media giant for a three-year contract.

Stein Rogan + Partners launched an integrated marketing campaign for SchoolNet, a provider of data solutions for K-12 school districts. The New York-based agency built a campaign that “brings data to life by integrating students with actual manifestations of data.” Creative includes a new Web site, trade show marketing, print ads and Web demos.

Discovery Cove, a Florida theme park featuring dolphins and other marine animals, began a weeklong run of advertising on TiVo. As part of the campaign, Discovery Cove launched a sweepstakes exclusively on the digital video recorder service.

“We’re excited to learn more about advertising on a DVR platform to overcome ad skipping,” said Robin Carson, corporate VP marketing for Busch Entertainment Corporation, which owns Discovery Cove.

The Digital Edge, Mediaedge:cia’s interactive division, hired Jennifer Borenstein as associate director of strategy and insights. Borenstein is a recent graduate of the UCLA’s Anderson School of Management. She interned for ABC and MGM, assessing integrated marketing opportunities and the mobile channel.

IndustryBrains entered a deal with Entrepreneur Media to provide content-targeted sponsored links on Entrepreneur.com and SmallBizSearch.com. IndustryBrains will provide its contextual links across the technology and finance/marketing sections under the heading “sponsored links.”