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MySpace Memo: Media Link Will Refocus Ad Strategy On 'Day-To-Day Basis'

MySpace CEO Owen Van Natta’s memo outlining the relationship with ad and marketing consultancy Media Link is out and MediaMemo’s Peter Kafka has it here. As Van Natta says, the company needs to find the right balance between content and commerce. Media Link, which is headed by ad vet Michael Kassan and digital media maven Wenda Harris Millard, has been tapped to help the Fox Interactive social net “reconfigure” its ad offerings. Secondly, Van Natta writes that Media Link will also be expected to provide a wider perspective on new developments in the ad industry in general. And contrary to early reports, Millard told paidContent that she will not be an employee of MySpace, though she will work closely on the account. According to the memo, she’ll be pretty hands on, as Van Natta says, “on an interim basis the firm will help manage our day-to-day sales organization under the leadership of Wenda Harris Millard.”

Lastly, Van Natta confirms that Jeff Berman is leaving as head of ad sales after three years at MySpace to “explore other opportunities.” MySpace also posted an item about the latest developments here.

Hi everyone,

I want to share some thoughts about our advertising product strategy and give you an update on the structure of our sales organization.

In the last three months we