ad:tech or ADTECH? 5W helps brand leading European digital marketing solutions firm

Founded in 1999, ADTECH hired 5W Public Relations in the summer of 2006 with the anticipation of the opening of their American office. One of the leaders in ad serving solutions, the company already worked with AOL, SKY TV and Clear Channel in Europe. Seeing the impending consolidation in their industry, ADTECH looked to be positioned as a potential target for acquisition. With no clients and a one man office in New York, 5W immediate created buzz around the firm's launch in New York in key digital media trades like MediaPost, ClickZ and iMedia Connection.

As ADTECH continued to grow and sign clients, 5W Public Relations positioned the firm's HELIOS IQ ad serving solution as superior to those offered by its much larger competitors like DoubleClick through Op-Eds, client testimonials and deal announcements. The firm's US Managing Director was quoted and featured in profile stories in Crain's New York, Adotas and Revenue amongst others.

Through positioning ADTECH as a much larger domestic player than it actually was, the company became a prime target acquisition. After Google purchased DoubleClick in April of 2007, the other major web entities of Yahoo, MSN and AOL all looked to purchase one of the other major players in ad serving. Due to ADTECH's reputation and perceived US presence, the company became a logical acquisition for AOL as in late May of 2007, the Internet behemoth purchased a controlling interest in ADTECH for a reported $100 Million (Wall Street Journal, 5/18/07).

Today, 5W remains a vital element of ADTECH’s American communications team, helping it both build name recognition and shaping how it is perceived amongst the AOL family of Internet acquisitions.