A CMGI-owned Internet portal has retained Arnold Communications for an introductory campaign launched with teaser ads last week.
The MyWay.com site will compete against the likes of My Yahoo! and My Excite when it goes live this week. What makes this portal different, said MyWay vice president of marketing Joanne Jacobson, is users' ability to both personalize their sites with information sources they routinely use on the Web and mementos such as family photos on their homepage.
A $25 million consumer ad campaign now in development is scheduled to break in November and will be skewed slightly toward woman age 25-49, according to Arnold managing partner Ken Umansky.
The key to drawing users to the site is communicating its unique attributes in a way that is "human, friendly and fun," Umansky said.
Teaser ads that ran in newspapers and trade publications (including Adweek) featured headlines such as "Starting this October, My Yahoo will cry boohoo" and the MyWay logo.
Because of the customization of each site, MyWay executives promise to deliver a better qualified customer to advertisers, which then will be better able to target messages based on users' expressed interest.
"Everything we do has to eat, breathe and sleep the brand," said Jacobson, who has held top marketing posts at Discovery Online, Nickelodeon and MTV. "You have to start with the fundamentals and the name was critical."
She wouldn't disclose how much the startup paid for naming rights, saying only, "We got lucky."
MyWay is helmed by president and CEO Jeff Cunningham, former group publisher at Forbes.