MSN is the first portal to sign with Agenda Media, founded in October 2004 by Lynsey Thornley, formerly head of sales at Lycos UK.
The group says it can provide a sales house with experience and understanding of the digital marketplace across specific UK regions.
Agenda Media aims to raise and sustain the profile of MSN UK in regional areas to key agencies with online spending clients, offering a dedicated and consistent sales service. Its key objective is to obtain new ad revenue for MSN through previously untouched agency business.
The move follows MSN's recent launch to make its search engine available to users in 24 markets in an attempt to fight competition from Google and Yahoo!.
Michael Steckler, acting commercial director at said: "MSN recognises the need to reach out to specific UK regions. The digital marketing space is becoming extremely competitive and we need to focus closer on what we can do to deliver by region as well as on a national scale."
Agenda Media was set up to represent southern-based media owners to agencies and clients in the Midlands, the North and Scotland.
Lynsey Thornley, Agenda Media's managing director, said: "In a time when the regional media market is experiencing massive growth in terms of online agency clients, we could not ask for a bigger or better brand than MSN to work with. It has the huge potential reach and tailored channels to appeal to a wide range of clients and agencies."
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