Bartle Bogle Hegarty here has scored its first Super Bowl gig for a new client, Angeltips.com, which is spending a hefty portion of its $10 million marketing budget just to get in the game.
The shop won, without a review, TV and print advertising duties for Angeltips, a Web startup that will offer investors tips on fledgling companies and initial public offerings.
Angeltips has purchased a 30-second berth in the fourth quarter of the Super Bowl, as well as a spot in the pregame show, for $2 million.
"Our baseline credibility begins at the Super Bowl," said Steve Fu, president and CEO at Angeltips, New York. Fu is a former director of marketing services at Interactive8, a New York-based online-strategy consultant. Interactive8 has been tapped to develop the client's Web site and will create the interactive portion of its marketing plan.
Fu said he chose the local outpost of London-based BBH because of its credentials and its global presence, as it also has offices in Singapore. Angeltips plans to offer its services to a worldwide audience.
"Their ideas are outstanding," said John Hegarty, BBH chairman, explaining why the agency took on Angeltips after turning away several dot-com suitors. "And they understand the value of a Super Bowl spot."
Super Bowl slots are quickly selling out, with this year's average price for a 30-second spot going for $1.9 million, sources said. Last year the average price per spot was $1.6 million. Higher prices are being paid by companies with no track record or additional bookings with ABC, the network hosting Super Bowl XXXIV. Most of these premium-paying companies are dot coms, said a source.
Angeltips is backed by venture capitalists in the United States, Europe and Asia, including the
Rising Tiger Fund, a Menlo Park, Calif., partnership that has invested in Korean ventures.