TBWA\Chiat\Day will brand House of Blues Digital (HOB.com) as the Web destination for live music and real-time concerts.
The Playa del Rey, Calif., agency landed the $20 million account earlier this month, after a review. It faced off against Rubin Postaer and Associates, Santa Monica, Calif. [Adweek, March 20]. The account was previously in-house.
"They are a very creative company with great regard for their brand," said Lee Clow, worldwide creative director for TBWA Worldwide.
TBWA\C\D offered a way to brand and connect with consumers, said Chris Stephenson, svp of marketing at Hollywood, Calif.-based House of Blues Entertainment. "Branding is very important to us, and Chiat\Day clearly showed us they understood that," he said.
HOB.com provides information about HOB's 27 nightclubs and concert venues around the country. It hopes to launch ads online and off in late summer or early fall. They will use the tag "It is live" and the client's flaming heart logo.
During the review, Stephenson received a basketball and sneakers from TBWA\
C\D with an invitation to play on its indoor court. Stephenson sent back a locker done up in the House of Blues colors and graphics, including the tag, and the response, "Game on?"
Duffy Smith leads the account, and Jeannine Chanin the creative.