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NEW YORK — The Interactive Advertising Bureau has tapped Euro RSCG MVBMS Partners to handle the industry’s brand campaign, an effort aimed at increasing ad spending behind interactive media.
The agency replaces Stein Rogan + Partners, the New York shop responsible for the research, strategy, positioning and creative behind the interactive industry’s inaugural campaign. “The entire campaign is a pro-bono effort, and to ask Stein Rogan to continue to donate their resources for the full year of the effort is simply unfair,” said IAB president and CEO Greg Stuart, adding that the association looks to “continuously refresh the overall effort.”
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