411web Becomes Lingerie Merchant’s I-Guide

LOS ANGELES Frederick’s of Hollywood has tapped 411web to develop online advertising, provide real-time campaign management and counsel the women’s specialty retailer on optimizing Internet efforts, the shop said.

The Los Angeles-based online ad agency was awarded the yearlong contract following a review, said 411web CEO and founder Bob Friedenthal. The other contenders could not be determined. The shop was referred to Frederick’s by AMS Global, which handles e-mail marketing for the client. Frederick’s also has an in-house department, which handles some online efforts, said 411web senior account executive Jill Nakayama.

“With 411web’s ability to act and react quickly, a new campaign can be up and running in days instead of months,” said Jennifer Bedolla, director of online marketing for Frederick’s of Hollywood, in a statement. “We also get immediate feedback on our audience reach and the effectiveness of our campaigns.”

The agency, which also works with clients such as GMAC, Video Professor and Homebound Mortgage, has already created banner ads touting the Hollywood, Calif.-based client’s summer clearance sale, and is currently preparing campaigns for the holiday season. Ads, which will target females in their mid-30s, will run on sites such as AOL, Yahoo! and MSN. The shop is also working on search engine optimization for sites such as MSN and HotBot.

Billings for the assignment could not be determined. Frederick’s had approximately $75,000 in media expenditures in 2002 and $100,000 through June 2003, according to TNS Media Intelligence/CMR.

Fraser Communications in Santa Monica, Calif., handles offline advertising for the client.