The US giants making moves on the UK's new-media scene.

The last time it happened they came with two main weapons. It's pretty much the same this time around. During the Second World War, the Americans, bearing chewing gum and nylons, made the local competition look parochial and unglamorous. This time it's America's vaunted newmedia giants that are setting out to put one over on the local talent. Their weapons might be more sophisticated this time around--strategic know-how and superior systems for starters--but in the end they could be just as effective.

DoubleClick has become the latest of the US new-media giants to set itself up for business on this side of the pond. Having looked long and hard at the prospect of a joint venture or acquisition, the company has decided to start out in London the hard way--from scratch--and has recruited the Network's Andy Mitchell …