Blue Freeway founder joins digital measurement outfit
The founder and former CEO of digital marketing network Blue Freeway Richard Webb has re-emerged in the Australian digital industry, joining the board of Australian digital audience measurement company, Effective Measure.
Webb, who was removed as chief executive of the Blue Freeway after a massive shares collapse, worked alongside Effective Measure co-founder James Robertson at Red Sheriff, where Webb was joint chief executive officer, as well as at Nielsen NetRatings.
Webb who was president of Asia Pacific and Latin America for Nielsen NetRatings, following the successful trade sale of Red Sheriff to AC Nielsen in 2004, said he was drawn to the new role because of his previous experiences with those at Effective Measure.
"Effective Measure was founded by two people who really know the industry and have a lot of experience in building successful companies around innovative technological solutions," Webb said.
Since Webb’s departure from Blue Freeway the digital marketing network has started a process of selling or closing down non-strategic or poorly performing businesses. The network has also consolidated six of its businesses in Sydney into two offices, and its two Melbourne offices into one.
Webb’s bid to create a single international sales portal called Blu was blamed for halting cash flows at the network and ultimately lead to his departure from the business.
