Initiative Media this month opens the first offices of a new global subsidiary offering integrated online strategies to advertisers.

The new network, FastBridge, will begin life in the US by the end of November, while its London-based European operation will launch next year. A FastBridge centre of excellence providing information and logistical support will also open in Stockholm.

Initial billings will top $50 million, mostly from existing Initiative clients such as Cisco Systems and Unilever.

FastBridge intends to offer advice on web advertising and maximising the effectiveness of interactive campaigns. Initiative Europe’s chief executive Sergio Lorca claimed that FastBridge will also exploit its parent’s research and online planning and buying experience.

Lynn Bolger, from Initiative USA, will head the global network. However, Lorca is still on the lookout for someone to run European activities.

News Source: CampaignLive (UK)