Lycos Music, Bertelsmann Launch Campaign

Terra Lycos has created a multi-million dollar advertising campaign with BMG Entertainment, a unit of Bertelsmann AG, to promote BMG artists and Lycos Music.

Six 30-second spots feature clips of music videos from Arista artists Pink, Dido and Outkast, and RCA artists Christina Aguilera and David Gray. The ads highlight Lycos Music’s offerings and reflect the “Whatever you’re into, dig into it deeper on Lycos,” message used in Lycos fall ad campaign. That campaign was developed by Lycos agency Hill, Holliday, Connors, Cosmopulos, Boston, which has worked with the client since the summer.

The current effort was developed by in-house producer Phil Fougere and freelance producer Brian McNamara, who also produced VH1’s Behind the Music segments. The media buy was handled by Terra agency Ogilvy.

Hill, Holliday did not develop these ads because the agency is “in the midst of some huge image brand-building for us,” said Terra Lycos senior vice president and chief marketing officer Jim Corboy. “This is a retail assignment that we had to bang out.”

The spots are currently running on MTV, VH1, E!, MSNBC, Sci-Fi, CNBC, Discovery and ESPN.

Lycos Music offers downloads, chats, videos, interviews, bios and concert schedules. In May, Terra Lycos, Waltham, Mass., announced a five-year agreement with Bertelsmann that includes the development of platforms for digital delivery of music, books and other entertainment content.