Phorm seeks a digital agency

by Andrew McCormick, Media Week 01-Jul-08, 07:30

LONDON - Phorm, the controversial ad-targeting firm, has approached digital agencies for advice and consultancy ahead of its delayed UK launch.

Phorm's business model, which involves partnering with broadband providers to gain access to consumer data before offering advertisers targeting opportunities, has come under close scrutiny from privacy campaigners.

The ad-targeting firm is now seeking an agency, initially working on a project basis, to promote its consumer-facing initiative Webwise - a website that Phorm claims puts users in control of the ads they see.

Hugo Drayton, UK chief executive of Phorm, said Webwise and the Open Internet Exchange (OIX), Phorm's agency-facing trading platform, were becoming increasingly important to the business.
"We've talked to a few hand- selected people," said Drayton. "We're not in a pitch situation, but we are sounding out a few agencies. We're thinking about how OIX and Webwise will develop after going live and about what marketing and promotion we can do."