Client Seeks 1st Shop for $25 Mil. Account
NEW YORK–Looking to boost traffic to keep pace with its competitors, CNN.com is conducting a first-time review for a media and creative account worth $25 million.
A client source confirmed that six shops are contending: Moss/Dragoti, which already handles CNN TV; M&C Saatchi; Y&R 2.1, Young & Rubicam’s interactive unit; Messner Vetere Berger McNamee Schmetterer/ Euro RSCG, all New York; Leagas Delaney in San Francisco; and McKinney & Silver, Raleigh, N.C.
Three agencies have already made presentations; the remaining three contenders will present this week, the source said.
Each agency got a 35-page brief from the client here, stating monthly usage of competing sites, such as Yahoo!, MSN and Excite, has all increased by at least 30 percent from November 1998 to October 1999. CNN.com’s usage rose a mere 7 percent; it debuted in 1995.
Sources said no date has been set to cut to finalists. A campaign is expected to run from May through December, focusing on the site’s “relevant delivery of [presidential] election coverage” and its capabilities for e-mail, e-commerce and news, the brief states.
The client wants to “leverage all available Time Warner assets” by advertising on its TV networks, publications and sister Web sites. The pending America Online deal has some shops concerned, said a source.
“They asked shops to submit two media plans,” a source stated. “One based on $15 million and one based on $25 million. Who knows if it will really happen?”
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