OMD UK wins HMV affiliate account

by Andrew McCormick, Media Week 03-Jun-08, 15:20

LONDON - OMD UK has strengthened its grip on HMV's £3m digital account by picking up the music retailer's affiliate marketing account.

The agency now handles HMV's paid search, search engine optimisation, online display and affiliate marketing business.

HMV head of online Justin Moodie said the company was looking for a wider view of its customers through its online activity. OMD handles all the music retailer's offline media activity.

Having won the consolidated HMV and Waterstone's media account in May 2007, OMD has gradually wrestled the digital business away from specialist suppliers. In March this year, OMD won HMV's search engine optimisation work.

HMV will still be running its affiliate programme through TradeDoubler, however OMD UK will be managing the affiliate business as part of HMV’s integrated digital account.

HMV's digital strategy rethink came after it relaunched its website last year to compete more effectively in the crowded online retail market. The retailer is increasingly looking to online to increase sales.

HMV is expected to start selling film and game downloads, in addition to music downloads, to boost sales on its site.