Advertising.com, the US internet advertising company backed by Reuters and America Online, is opening a London office and has signed its first European client.

The London office will be headed by Bruce McLaren, the former European head of Ted Bates Advertising. Its first task will be to handle the European launch of the US magazine Red Herring.

Mr McLaren, who joins as European chief executive, will work alongside one of the company's founders, Daphne Marinopoulos, who becomes European managing director. Nicholas Green joins Advertising.com from the Daily Telegraph where he was sales director.

The company will use its London base to roll out offices in France, Germany and Sweden next year.