• Former eChannel Marketing and Partnerships Manager
at Norwich Union joins buy.at’s business development team

Former Norwich Union marketer, William Leuchars is joining buy.at as a Business Development Manager. Reporting to Sales Director, Peter Mycock, he will grow new business from direct clients and digital agencies on the buy.at network, which was recently acquired by AOL’s Advertising.com

Leuchars brings several years experience of affiliate and affinity marketing to buy.at. As eChannel Marketing and Partnerships Manager at Norwich Union he was responsible for the strategic development and management of key channels such as major affiliate partners like aggregators and price comparison sites, email campaigns and search engine optimisation. Whilst there he optimised performance from Confused.com and Moneysupermarket.com, launched RAC Direct Insurance (RACDI) and Simple Cover, the low cost web product from Norwich Union, on aggregator sites and worked with diffiniti on brand building projects with MSN and distributed video content from Videojug. He also investigated projects to provide a revenue stream for rac.co.uk, specifically by integrating a third party car dealership referral, and worked with the product marketing teams in negotiating and forecasting online activity for acquisition and retention.

Commenting on the appointment, Kevin Cornils, CEO of buy.at explains, ‘WilIiam Leuchars has a keen understanding of how to get the best ROI from each online channel and how to optimize and manage a mix of aggregators, search and content affiliates to deliver Total CPA. His experience of formulating digital strategy for the RAC and Norwich Union and their partner brands will offer invaluable consultancy to new and existing financial services merchants on the buy.at network.’
William Leuchars, Business Development Manager at buy.at comments, ‘I wanted to move to a dynamic environment with the flexibility to innovate and take new products to market quickly. I have always thrived in roles where growth has been a key objective and plan to use my client-side experience of managing affiliates to develop business for buy.at’s merchants and agencies. I have a good understanding of how major brands review their online strategies and aim to increase the adoption of our new technologies across all vertical sectors beginning with financial services.’
Prior to Norwich Union, Leuchars was Head of Corporate Sales at The Reward Company where he developed incentive programmes for Lloyds TSB, Clydesdale Bank and EDF and was Corporate Account Manager at Red Letters Days before that. He began his career with a sales and marketing role for a design company. His new role will include generating new business opportunities as well as appraising and developing the effectiveness of merchants' existing affiliate programmes.
buy.at works with the leading digital agencies and financial brands, including Capital One, Egg, M&S Money and AIG to deliver incremental online sales. The appointment follows a period of rapid growth at buy.at including new business wins from Ticketmaster and O2, the development of new technologies and widgets, such as customisable ‘webshops’ for social media, and other senior appointments including Louise Green appointed as Client Services Director.

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About buy.at
Established in 2002, buy.at drives online sales growth for 250 of the biggest brands across all sectors through its leading network of 9,000 good quality affiliates, supported by industry leading commercial and technical innovations. A pioneer of the open network, buy.at encourages merchants (advertisers) and affiliates (publishers) to communicate directly, to ensure the success of affiliate programmes.

Clients include Butlins, Carphone Warehouse, Capital One, Egg, John Lewis, M&S, Powergen, T-Mobile and Virgin Media. Each client benefits from a customised package of industry leading commercial and technical innovations, supported by a proactive account management team of marketing and technical experts.

buy.at has experienced 250% growth in turnover year-on-year since 2004. In March 2006, buy.at secured its future growth following a £7.3 million investment from DFJ Esprit. Bruce McLaren was appointed Chairman and former match.com MD Kevin Cornils was recruited as CEO. In September 2007was named as the UK’s 9th fastest growing technology company in The Sunday Times TechTrack and launched the network in the US with an office New York.

In February, 2008 buy.at was acquired by AOL. The network operates as a wholly-owned business unit of Advertising.com, part of AOL’s Platform-A organization, to serve merchant and advertisers with the industry's most comprehensive set of e-commerce offerings. The combination of an online advertising network, search engine marketing services and buy.at’s affiliate network provides advertisers a wide array of marketing channels to drive sales.

About Advertising.com

Advertising.com, a wholly owned subsidiary of AOL LLC, is a global online advertising services company. The company offers a fully integrated suite of online advertising solutions, including display advertising, search engine marketing, managed affiliate placements and video advertising. These solutions are powered by Advertising.com’s award-winning optimization technology and industry-leading third-party display advertising network, which reaches more unique visitors each month than any other online property.

About AOL

AOL® is a global Web services company that operates some of the most popular Web destinations, offers a comprehensive suite of free software and services runs one of the largest Internet access businesses in the U.S., and provides a full set of advertising solutions. A majority-owned subsidiary of Time Warner Inc. (NYSE:TWX), AOL LLC and its subsidiaries have operations in the U.S., Europe, Canada and Asia. Learn more at AOL.com.

For further information please contact:
Joanna Burton
Head of PR and Marketing
T: 020 7299 8380
E: Joanna.Burton@buy.at

Anna Barry
Marketing Manager
T: 0191 222 9720
E: Anna.Barry@buy.at

Published on: 12:00AM on 6th March 2008