AnyDay Comes for Hill, Holliday

Seeking to appeal to “wired consumers 20-50,” AnyDay.com has selected Hill, Holliday, Connors, Cosmopulos as its first agency of record.
The Boston agency was selected following a brief review in which AnyDay chief marketing officer Bob Pagano also considered startup shop Deutsch Boston.
The budget is at least $15 million and ads will launch in the spring, Pagano said.
Hill, Holliday, one of the region’s largest agencies and a unit of the Interpublic Group of Cos., was tapped based mainly on its dot.com experience and the depth of its research and measurement capabilities, Pagano said.
Launched last year, AnyDay.com provides users with free online calendars, address books and event planning tools, as well as e-mail remin-ders of important dates. The firm had previously produced some in-house ads for airline magazines targeting business travelers.
The upcoming work to be created and placed by Hill, Holliday, however, is far broader in scope and will target “wired consumers 20-50…anyone who uses an online calendar,” Pagano said. TV ads will be part of the mix, he added.
Hill, Holliday currently has two notable dot.com campaigns on the air. For Priceline.com, pitch-man William Shatner warbles pop tunes, and ads for Voter.com aim to educate citizens on the electoral process. K