A combination of Web experience and a little play-acting has helped J. Walter Thompson land ad duties for BrassRing.com, a Web startup that plans to spend $20-30 million on advertising next year.
The New York agency bested DDB, New York, in the pitch, sources said. JWT’s first work–a tactical and promotional effort–is expected in January. Account director Stuart McLean will manage the business at the agency.
In a quick review that consisted of an rfp and only two meetings, JWT stressed its integrated approach to branding and its experience with other Web brands, such as Alloy.com. Three members of the pitch team added a bit of theater by showing up dressed as Sigmund Freud, Albert Einstein and Ben Franklin, at a meeting. Each carried a brass-colored ring.
The three epitomized the ultimate in career success, said agency president Bob Jeffrey. “The whole pitch was about ideas and positioning BrassRing,” Jeffrey said, adding, “We had a lot of fun doing it.”
BrassRing, owned by Kaplan Educational Centers, Tribune Co. and Accel Partners, plans to launch early next year as a multipurpose site, featuring job postings for individuals and job prospects for employers. The goal is to use the capabilities of the Web to expedite the employment search process.
Greg Osberg, BrassRing.com president, said of the agency, “They responded to all our challenges with creative thinking.” K
JWT Grabs the BrassRing.com
