• by Joe Mandese  @mp_joemandese, January 21, 2009

Varick Media Management, a unit of Canada's MDC Partners that has been developing an online media management and trading system, this morning announced, some key expansionary moves and disclosed its initial client base. Varick, which was spun out of MDC's The Media Kitchen unit last summer, said it has hired John Whitmore as director of advertising investment, reporting to Darren Herman, the founder and president of Varick Media, who also continues to serve as Media Kitchen's digital chief.

Whitmore, who has more than 10 years of interactive media experience including stints at ValueClick Media, Tribal Fusion, and [x+1], will be part of a core team of media investment pros that Herman likens to Wall Street portfolio managers who will work across advertising exchanges and third-party aggregators and intermediaries to create the best advertising investment portfolios for specific client brands.

During its initial phase of operation, Varick claims its clients are reaping as much as three times industry standard display advertising results, and as much as 45 times traditional display contextual media buys.

Varick utilizes a sophisticated bid management and yield management system to procure online ad inventory much the way big Wall Street firms trade stocks, commodities and options.

As part of the announcement, Varick said its client roster includes Windstar Communications, Panasonic, NetJets, Bank of NY Mellon, and CIT Group.