Execs and Accounts for February 19, 2003

Heineken USA has decided to make its latest TV commercial — featuring multi-platinum recording artist Jay-Z — available online to the public, just prior to its officially scheduled broadcast debut during this year’s Grammy telecast.

On February 23rd, the public will be able to access the new spot on Heineken’s home page. In addition to viewing Jay-Z in the new commercial, entitled “The Takeover,” site visitors will be able to access “behind the scenes” footage of the rap star taped during the making of the commercial.

U.K. telecommunications company Telewest Broadband has renewed its contract to use 24/7 Real Media as the exclusive provider of ad management technology for its digital television platform.

Real Media Europe, a division of 24/7 Real Media, will provide ad management through its Open AdStream online ad serving technology, which Telewest has used since 2000.

“Open AdStream’s delivery and scalability are critical attributes as we continue our digital television platform development,” said Chris Townsend, director of e-commerce and interactive services for Telewest Broadband. “We are very pleased with Real Media’s high level of service and are confident they remain the best partner for us as we move forward.”

Retail Brand Alliance has tapped WebSideStory to provide online marketing analytics and optimization. The apparel shops operator will use WebSideStory’s HitBox Commerce service to optimize customer conversions, measure and improve marketing campaign performance and pinpoint online revenue-enhancing opportunities across all its online storefronts. These include the Web destinations of Adrienne Vittadini, Brooks Brothers, Carolee, and Casual Corner Group.

“HitBox Commerce provides us with immediate access to actionable visitor and customer behavior information, which is critical to improving the performance of our online retail channel,” said Scott Miller, VP of strategic marketing for Retail Brand Alliance. “HitBox’s detailed reporting allows us to focus our resources on those marketing campaigns and cross-sell opportunities that deliver the best possible return on investment.”

SageMetrics, another Web analytics player, has hired Nicholas Brox as vice president of worldwide operations. Brox has held posts as senior VP of sales and marketing for IPNet, Angara E-Commerce Services and Peregrine Systems.

“A major initiative for SageMetrics is to expand our global reach and ensure that we meet and exceed the needs and expectations of our customers throughout the world,” said Kenneth Nwabueze, SageMetrics CEO. “Nick brings valuable sales, marketing and business development experience to SageMetrics.”

Ingram Micro UK has selected marketing software firm Aprimo Marketing to automate its customer communications, streamline campaign implementations and create customer dialogues.

Ingram Micro UK is deploying three modules from Aprimo Marketing’s demand creation suite, including Direct Marketer with Dialogue Manager, Web Response Manager, and Lead Manager.

“In the past, our email promotions were generic and aimed at the majority of customers,” said Ingram Micro UK Head of Marketing Andrew Cakebread. “Using Aprimo9s Direct Marketer to conduct our email marketing, we will personalize our promotions and engage customers in a two-way dialogue.”

E-mail marketer emailROI has picked up seven clients since its official launch in December 2002. The new customers include Assessment Training Institute, Conducive Technologies, etronics.com, i-OP, Miracle Ear, Oregon Technology Radio and TJsPetShop.com.

For more breaking news on account action and executive moves, visit ChannelSeven.com.