SmartMoney.com Hires Digital Pulp | Adweek SmartMoney.com Hires Digital Pulp | Adweek
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SmartMoney.com Hires Digital Pulp

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Digital Pulp has landed creative chores for SmartMoney.com, the Web version of the financial magazine, following a three-month review.

Billings were not disclosed, but according to Competitive Media Reporting, the dot-com spent about $5.5 million in media last year. Media duties remain at KDM.

The review, which involved undisclosed New York shops, commenced in mid-December after Ari Brandt joined as group marketing director for SmartMoney. DiMassimo Brand Advertising, which handled the account since August 1999, was dismissed last October, Brandt said.

Digital Pulp's current relationship -- developing banner ads for SmartMoney.com for several months -- played into the decision, said Brandt, who met Lee Nadler, Digital Pulp president and CEO, when they worked in account services at Kirshenbaum Bond & Partners about eight years ago.

A print campaign is expected to break in late spring in the Wall Street Journal, Barron's and other business publications. DiMassimo's work last year carried the tagline: "You're ready. Smart Money." One commercial proclaimed, "During sex, you think about stock splits."