Valentine McCormick Ligibel's first task for ePrize will be to create a cohesive brand identity for the online sweepstakes and promotions company.
"They've done a good job in starting the brand," said Mike Yardley, VML's director of new business and Internet strategy development. "We have to help them introduce new products in a smart way and bring them all together."
The Farmington Hills, Mich., company has already placed some advertising in trade publications under the theme, "Sweepstakes made easy." VML will look to expand that message with a variety of new media, including cable and spot television and direct mail.
The client creates and maintains sweepstakes for Web sites looking for a customer base through such promotions. The agency's strategy will target dot-com companies claiming that contracting with ePrize can make their lives easier.
"They're about helping you as a dot-com manager meet your goals," Yardley said. "The advantage that ePrize gives me is they take care of all the [sweepstakes] details."
The Kansas City, Mo., shop won ePrize's $10 million account after a review that included Tonic 360 and Bravo Marketing. In a release, company officials said they were impressed with VML's promotion industry advertising experience, which includes Sprint FonPromotions and American Express Incentive Services, as well as its print creative work.
The win continues a roll for the $90 million shop, which was recently named interactive agency of record for hometown company H&R Block after a review. The shop last week also opened an office in Dallas. K