Prodigy Awards Online Account

NEW YORK: Compelling Content, which was one of four agencies pitching Prodigy’s ad account earlier this year, has won the client’s national online marketing business.
Jim L’Heureux, marketing vice president of the White Plains, N.Y.-based online service, confirmed that Prodigy has tapped the interactive agency for “web advertising.”
Compelling Content will handle banner ads, jump pages and online promotional work. “They will do creative that reflects our new umbrella campaign,” said L’Heureux. The client had previously used a variety of new media shops for those tasks.
Prodigy’s new image campaign, themed “It’s a tool for living,” broke a few weeks ago from TBWA Chiat/Day in New York. TBWA C/D beat out finalists Compelling Content, Kirshenbaum Bond & Partners and Warwick Baker O’Neill, all in New York, in a review this summer that initially included two dozen agencies.
A few weeks after TBWA C/D won all of Prodigy’s creative and media duties, the company asked Compelling Content to pitch the online business, which it won without a review. The two agencies will work in partnership.
Marshall Karp, the former McCann-Erickson executive creative director who founded Compelling Content in 1994, said, “Our target audience is already online. Our goal is to get people to switch. Considering the level of dissatisfaction that people have with their current providers I’m confident we can reach that goal.” Lil Panettiere, vice president and director of account services at the shop, will supervise the Prodigy business.
Prodigy has struggled to keep pace with rivals America Online and CompuServe in recent years.