DotTV Registers Creative Account at Siltanen/Keehn | Adweek
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DotTV Registers Creative Account at Siltanen/Keehn

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The estimated $20 million-plus dotTV creative ac-count has a new address: Siltanen/Keehn, which won the domain-name registry's business last week after a review involving several other undisclosed West Coast shops.

Carat in Los Angeles won the Internet advertiser's media planning and buying, also after a review of several undisclosed local media shops. TBWA\Chiat\Day in Playa del Rey, Calif., the incumbent for creative and media, did not participate.

"It was just time for us to go off in a different direction," said Rob Kostich, senior director of marketing, on the decision to change agencies. "Siltanen/Keehn had what we felt was the biggest creative idea for dotTV."

In January, dotTV will launch its first effort by the Santa Monica, Calif., agency that will "position dotTV as the new Web address to have on the Internet," said Kostich. Spots will run on broadcast TV. The company's work recently ran in The Wall Street Journal and other publications and was "more focused on a new generation of online experiences [such as streaming video and interactivity]," Kostich noted.

For S/K, the win eases the pain of freeinternet.com's bankruptcy in October. The shop created this year's "Baby Bob" campaign for the dot-com, but its downfall stuck S/K with $2.9 million in unpaid creative fees.

"We're still about what we were when we started [the shop in January 2000]," said president Pam Keehn, "which is doing provocative and effective advertising. And dot-TV saw the power of it."

DotTV registers names in the .tv domain via a licensing agreement with the South Pacific nation of Tuvalu, which has used the revenue to secure a United Nations seat and British Commonwealth membership. Since dotTV's April launch, 140,000 domain names have been registered.

DotTV will soon face more competition. Earlier this month, the Internet Corporation for Assigned Names and Numbers, which regulates Net-domain names, approved several new top-level domain names, such as .biz and .name, starting in 2001.

S/K currently claims billings of about $65 million; clients include CarsDirect.com and Roundtable Pizza.