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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.
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