Alexander has joined forces in a strategic tie-up based on reciprocal new business with PHD Compass in Manchester, which launched earlier in the year.
Despite business-to-business advertising being one of the hardest hit sectors in the advertising downturn, Alexander said there were signs of life in the market.
"The business-to-business magazine sector is woefully under-serviced and seems to be perceived as unglamorous. I am incredibly passionate about it and believe there is potential to grow a sizeable resource, offering clients the experienced research and planning they deserve," she said.
Before setting up Whichmedia, Alexander was head of business-to-business at Purely Media, a division of Mediaedge:cia Manchester. Prior to that, she was media manager for business-to-business media at Carat Business.
Steve Blakeman, managing partner at PHD Compass Manchester, said: "We are delighted to be working with Whichmedia as we feel our respective areas of expertise provide a powerful combination to prospective clients."
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