campaign-i: Communicating in the new economy.(Brief Article)

Two top digital media specialists have set up an agency called Future Platforms, which will focus on developing consumer internet services across all of the emerging technology platforms. Tom Hume, previously the head of wireless solutions at the new-media agency Good Technology, and Jay Gooby, the former senior director at the web design agency Tui, are founders of the new company. Future Platforms has already launched its first initiative -- a palm pilot tool for DJs developed for the music portaliCrunch.com.

OgilvyOne has created an online tracking tool for e-businesses that the agency claims will give clients more concrete return on investment figures. The new tool will go beyond click-through and page impressions as a measure of online advertising and user behaviour. John Owrid, OgilvyOne's managing partner, said that companies want to use the web because they see the strategic sense in it, but they also need it to be accountable and justifiable. "It's not rocket science," he said. "It's about taking a range of proven tools and new-media tools and presenting all of that as a whole."

The end-to-end digital solutions company Razorfish has cut a reported 10 per cent of its workforce worldwide. According to reports, Razorfish's performance improvement plan has led to 30 redundancies in the UK. The agency's UK managing director, Mike Beeston, said that the group is streamlining and aligning certain parts of the business to respond to the evolving market.

The online advertising company BePaid.com is launching a sister company that will license its bespoke ad technology out to businesses. BePaid users download the ...