Friedland Jacobs Communications has been awarded the estimated $15-20 million Hollywood.com account following the launch of the Web site's Red Carpet Sweepstakes campaign.
The entertainment-focused agency, based in Burbank, Calif., developed the sweepstakes campaign on a project basis. It will now create a multimedia branding campaign to draw attention to the site, which provides show times, theater listings and entertainment news to movie enthusiasts nationwide.
Client executives said they chose FJC partly due to the success of its sweepstakes effort, which launched in January. FJC beat out agencies in New York, Los Angeles and San Francisco, including DDB and B.D. Fox & Friends, in the review, which began in December.
"Our goal was to find an agency with Internet experience that could understand where we wanted to take the brand and quickly get us into the marketplace," said vp of marketing Stewart Mitchell.
"Quickly" appears to be the operative word, considering FJC's first branding spot already aired during City of Angels on CBS--a Hollywood.com investor. A full campaign including consumer and trade publications, Internet, outdoor, radio and additional TV is expected by early March.
The first spot features a humorous vignette of a young couple struggling to find movie show times in the local paper, a process made quicker and easier when they log on to Hollywood.com.
"We believe in the brand, and we believe in the services Hollywood.com offers," said FJC president and CEO Scott Friedland.