SAN FRANCISCO Independent Hive Advertising has released its first work for Knight Ridder Digital, the agency said.
The campaign, which launched last week, is comprised of a series of newspaper and out-of-home ads for each of the client's 25 online news properties.
One execution, for philly.com, shows a headline about mad cow disease breakouts beside an ad for a vegetarian cafe. Copy reads: "Whether you're looking for breaking news, or a restaurant that won't break your budget, everything a Philly native needs can be found at philly.com."
Knight Ridder Digital, based in San Jose, Calif., develops and manages Internet sites for Knight Ridder, the nation's second-largest newspaper chain, after Gannett.
Knight Ridder Digital spent $350,000 on advertising in 2004, per Nielsen Monitor-Plus. The current ad spend was not disclosed.
Hive in San Francisco won the account in February, agency executives said.