The media buying revolution started by North East ad agency Admast Advertising Ltd. has a major new convert. The Anglia Co-operative Society's Marketing Controller, Tony Humphreys, has moved his press advertising spend to Admast after successful trials of their Media online booking system. This media management software , working in real time over the internet using BT Openworld broadband, allows the advertiser to interact with the agency and share information live.

Tony said, "Our bespoke version of the Admast system is making life in our marketing department so much easier, providing accurate information at our fingertips 24/7. The on-line system is integrated with other departments, notably the studio and accounts. This has streamlined the admin function and has helped improve copy flow to publishers."

Said Andrew Mate, MD of Admast, Newcastle upon Tyne, "Admast Media online is adapted from the agency's own off-line software, which has enjoyed years of development based on day to day use in the agency.

Like Anglia Co-op, new clients can have their own specific requirements incorporated, creating a truely bespoke system. In its first phase it has been designed to handle press bookings, but a broadcast media module is currently in development."

"Admast Media online is also the first step to a complete e-commerce solution for the advertising industry and discussions have already started with the press to integrate this further."

Kevin Speight, Regional Manager for BT in the North East added, ". We are delighted that Admast have taken advantage of the extensive broadband coverage we enjoy here in the North East. They have demonstrated how broadband helps to develop new business opportunities despite geographical boundaries. This is an excellent example of how investment in new and emerging technologies can deliver tangible rewards in a relatively short space of time.