IQ News: Darwin Digital’s Evolution Nets Three New Accounts




The San Francisco office of Darwin Digital said last week it had landed three accounts–Macromedia, E*Trade and Yack!–for which the agency will perform a range of interactive services.
Yack!, an online aggregator of live Internet events and chats, named the Saatchi & Saatchi unit agency of record, a six-figure assignment. Darwin will do online branding and marketing for the 2-year-old Emeryville, Calif.-based company. Those ads will launch in April, and Darwin may create some radio and print ads.
“What we’re hoping to achieve with Darwin … is to create brand awareness and drive traffic to our Web sites,” said Jody Broughton, vice president of marketing at Yack!. Darwin was one of 10 agencies to pitch the business.
The work will focus on the different reasons people should stay tuned to Yack!–the fear of missing out, the desire to socialize with celebrities and the desire to express themselves.
For Web publishing tool provider Macromedia, San Francisco, Darwin created banners announcing two new products, Dreamweaver 2.0 and Director 7. The ads are currently running on sites including Wired News and Yahoo!.
For online investment company E*Trade, Darwin will relaunch its intranet for employees at the end of the month.
“What we are attempting to do with our intranet is really to try and make our company as real-time information [focused] as possible,” said Lisa Nash, vice president of customer management at E*Trade, Palo Alto, Calif. The original site was created in-house. Employees will continue to contribute content.
“What I attribute to our success is we haven’t taken on the traditional advertising model or the production house model,” said Teresa Julian, San Francisco general manager. “It’s a new hybrid of the two.