IQ News: At Deadline

Strange Bedfellows?
The interactive ad world was abuzz last week with industry reports that competing New York-based Internet ad networks DoubleClick and 24/7 Media might merge. The news comes as Andover, Mass.-based Internet holding company CMGI has been aggressively gobbling up interactive advertising firms such as rival advertising solutions companies Flycast, AdForce and Adsmart. Both DoubleClick and 24/7 declined comment.
Uproar Launches Effort
Online games and entertainment destination, New York, today kicks off its $10 million marketing campaign. The tagline “Let There Be Fun” will appear in print, online and outdoor ads. Two TV spots also break today, with commercials produced by’s lead creative agency, New York-based Grey Entertainment.
San Francisco-based online privacy seal program TRUSTe tapped RD/FOX, San Francisco, to handle creative and media for its interactive account. RD/FOX will create a campaign to raise TRUSTe’s brand recognition among consumers online, with initial work scheduled to break later this year. The budget has not been finalized.
Online Rain or Shine
Billerica, Mass.-based Weather Services International tomorrow will unveil SKIcast, a ski condition and travel section. SKIcast is an expansion of, an online weather and lifestyle information resource. The new area will feature weather and health, an extensive library of articles and local index maps illustrating weather’s effect on aspects of health, including mood, reflexes, aches and pains.