Dailey to Teach Public About LessonMall.com

Dailey & Associates, long known as a retail branding shop, has ventured further into the Internet category, picking up its second dot.com account in three months.
The West Hollywood, Calif., agency was awarded the $10 million account of LessonMall.com following a review of undisclosed agencies in the Los Angeles area, according to Shana Meyerson, director of marketing for the Los Angeles-based company.
LessonMall.com is an Internet search, registration and processing service for recreational learning. It serves as a directory that visitors can search free of charge and matches instructors and students by location. It also allows users to compare prices and instructor quality (based on student evaluations), register and pay for classes and purchase course materials.
Dailey will be asked to develop advertising targeting lesson providers/instructors and consumers, according to agency president Brian Morris.
Morris said the learning possibilities through the site are practically limitless. “It’s the one place on the Net where you can learn how to do virtually anything–play the piano, learn how to drive or cook Thai food.”
A fully integrated campaign is scheduled to break in the third quarter.
After interviewing several agencies, the client chose Dailey because it “showed great thinking and a passion for our business,” said Meyerson. “We look forward to a long and mutually rewarding relationship.”
The site is slated to be up and running April 15.
The agency, whose client roster includes Nestlƒ, Countrywide Home Loans, Safeway and Tosco 76 Products, landed its first dot.com client, Esurance, in December [Adweek, Dec. 20].
Morris said Dailey will announce two additional wins soon.