IPA at odds with IAB over online system

Last week, Media Week revealed that the IAB Leadership Council had
written to media agencies endorsing MediaTel's online planning and
buying system.

But two MediaTel rivals, Donovan Data Systems and IMD, are each
developing rival systems that, they claim, will be available at the same
time as MediaTel's Delta system is set for launch. Both firms, along
with the IPA, have expressed their anger at the IAB's endorsement of
MediaTel.

Nigel Gwilliam, head of digital at the IPA, said: "If we're going to
have an industry system, the IAB can't just appoint a partner
unilaterally - we need an appropriate pitch process and I look forward
to engaging with the IAB on this."

Guy Phillipson, chief executive of the IAB, has agreed to meet
MediaTel's rivals this week after industry backlash to the IAB
Leadership Council's endorsement.

"The letter we put out did endorse MediaTel's system and it's obviously
stirred something," said Phillipson. "But there's one thing that
everyone agrees on, and that is we need to see the end of people faxing
orders and we need one system in place."

The issue is which company is chosen to supply that system. DDS, IMD and
MediaTel all claim to have invested in developing systems that cut down
on admin, making it an expensive loss for two firms if a single system
should be endorsed.

Henry Lawson, worldwide president of DDS, called for an open tender
process.

"Our view is that it shouldn't just be for the UK, but should be on a
global basis and have to question the industry dealing with a UK-only
supplier," he said. "Appointing someone without an open process is
dangerous."

IMD, meanwhile, has appointed DoubleClick director of rich media Martin
Pavey as its first digital media director.

An IMD spokesman said: "We've heavily invested in developing a system
and how a company is appointed needs to be carefully thought out."