iTraffic faces come out to Play

Jon Sharpe, Ethan Segal and Matt Gorzkowski, who left iTraffic this summer after it emerged that the interactive marketing division was to be folded into the main company brand Agency.com, are the senior management team at Play, which has already won business from a major FMCG brand and a leading publisher. 

The agency is a 50/50 partnership with M&C Saatchi and will provide creative, strategic and media planning and buying services to clients.

Jon Sharpe, managing director of Play , commented, “People are fundamentally interactive creatures and virtually every medium is now interactively enabled so to us it didn’t make sense to launch anything but an interactive marketing agency.”

The relationship between Sharper and his co-founders with M&C Saatchi came about as a result of the ITraffic and the ad agency working on common clients, including British Airways and Wanadoo.

Tim Duffy, Chief Executive of M&C Saatchi, said: “The opportunity to partner with them was too good to turn down and the launch of Play is testament to the importance that interactive marketing will be accorded in M&C Saatchi’s business going forward.”