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Livewire not so active

A TOUGH advertising market has prompted MJB&B to shed its e-marketing arm, Livewire, rather than commit any more serious investment in a volatile market.

MJB&B managing director Brian Bowley said that, like most local agencies, MJB&B had thrown a lot of money at e-marketing in the past 18 months.

“Simon (te Brinke) was very keen to set up his own business and he has agreed with us about a strategic alliance, and we still operate online public relations, online strategic planning and direct marketing,” Mr Bowley said.

RedStar director Simon te Brinke said MJB&B’s decision to outsource its e-marketing had allowed him to pursue new opportunities, including an agreement with national content provider Editforce.

“MJB&B still want an online presence but they are an offline marketing agency and didn’t want to invest any more money,” he said. “There are benefits for all the stakeholders. My agency is independent so it’s completely independent and I can act on behalf of anybody without any professional conflict.”

Redstar will continue to seek new clients and Mr te Brinke will now be able to approach clients from other advertising agencies without the encumbrance of an association with MJB&B.

The agreement with Editforce adds another dimension to the services RedStar can provide.

“Content is the most critical components of any website and basically I’m looking after Editforce’s interests in WA,” Mr te Brinke said.

Editforce already provides content for MJB&B client, local health insurance group HIF.

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