Elemental Communications / Building your brand and reputation

Neutralize (*\*)
http://www.neutralize.com

Lucy Cokes
Managing Director

Lucy Cokes, Managing Director at Neutralize (*\*) wrote a thesis comparing functionality and usefulness of major search engines in 1997, and this is where the seed for Search Engine Marketing (SEM) was planted.

After completing her thesis on search engines in 1997 at Kings College London, Lucy started work for Venture Marketing Group Limited (VMGL) as a sales executive on the British franchise exhibitions. She managed the Franinfo website (a directory of UK franchises), promoting it on the search engines and putting together a sales opportunity for the franchises to advertise on the site. Franinfo became the most visited franchising website in the UK.

Wanting to work exclusively within Internet Marketing, Lucy started work for NetSearch, an online marketing and research company dealing specifically with the HR market sector, as the client services manager. At NetSearch she managed clients such as Harvey Nash and Deloitte & Touché, while delivering and developing new services.

Lucy had been involved in online recruitment, direct marketing, affiliate networks and banner promotion industry for three years, before starting afresh by setting up her own company Neutralize (*\*) in September 1999. After the initial idea was conceived the first few team members were brought onboard including co-founder, and Technical Director, Edward 'Teddie' Cowell.


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Neutralize (*\*)
http://www.neutralize.com

Edward' Teddie' Cowell
Technical Director

Edward Cowell (Teddie) heads up the Neutralize (*\*) team of enterprise search engine marketers. Introduced to the Internet in 1996 while working for MSN during the launch of Internet Explorer 3 in the UK, he then moved on to work for BNP-Paribas the fourth biggest investment bank in Europe, and up until September 1999 specialised in Internet based technology and the research of growth internet businesses and business models.

He now heads up one of the UK's well-known and respected enterprise search engine marketing agencies - Neutralize (*\*) . Neutralize (*\*) are an official Overture (Yahoo!) Accredited SEM (Search Engine Marketing Agency), MIVA Partners and have a team of Google Advertising Professionals. They are members of both Nominet UK and SEMPO, and founder members of the Search Marketing Association http://www.sma-uk.org.

He is a regular speaker at search engine marketing events such as Search Engine Strategies and AD:TECH (London).

You can keep up with Teddie and his teams analysis of the world of search engine marketing, in his monthly ‘Search Engine War’ column in .net http://www.netmag.co.uk the UK’s longest running internet magazine, or on the companies corporate Blog of the same name ‘Search Engine War’ http://www.search-engine-war.co.uk.

>> About Neutralize (*\*)
>> Neutralize (*\*) in the media

Neutralize (*\*)
http://www.neutralize.com

Stewart Roode
Pay-Per-Click Specialist

Stewart is originally from a financial services background based in the Channel Islands, working in pension database development and online investment plans. Whilst there conducting primary research into the impact of online trade against traditional finance institutions on the island. Holding financial and marketing qualifications he then moved to the mainland UK and become involved within offline marketing and media roles.

Returning to Cornwall and transferring to Neutralize (*\*) and the PPC team in 2004, he now specialises in client PPC advertising campaigns plus coordinates the online marketing for Neutralize (*\*) itself.

Stewart is fully trained in Atlas OnePoint (Neutralize (*\*) is the UK Premier Affiliate) which is used alongside in-house tools to track and manage PPC campaigns, and is a Google Accredited Professional (GAP).

>> About Neutralize (*\*)
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