ChickClick Seeking a Creative Agency

Women’s interest Internet company ChickClick is looking for an agency to handle online and traditional advertising promoting its Web site and associated services.
The Brisbane, Calif.-based company recently sent out requests for proposals to a select group of shops on the West Coast. Bids were due last week.
“We’re looking for a very creative agency that understands our creative space,” said Caroline Frye, ChickClick’s director of sales and marketing.
Based at, ChickClick, which primarily targets women 13-35, has built and operates an extensive collection of interconnected Web sites and zines, each with its own attitude and female audience. The elected agency will be asked to create a campaign using both online and traditional media, including print and possibly cable TV ads, Frye said. The budget was undisclosed. The agency will likely be selected by February and create a campaign to break during the second quarter.
“We’re looking for great ideas and an understanding of our space,” Frye said.
Ads would promote the company’s main hub but also drive sign-ups for its various Web services. Those include free Internet server space for members to build their own homepages (which the company calls Chickpages and Estropages) and free e-mail accounts (called Chickmail and Estromail).
The goal is to attract new visitors, increase sign-ups on mail and pages and distinguish ChickClick as the top destination on the Web for “hip, progressive, female-oriented content,” according to the RFP.
The company also wants to reach an audience that may not be online yet, but will get there in the next six months.
ChickClick was launched last February, and joined forces with in October to launch a channel targeted at young women.
The company claims to be different from other women-centered Web sites in that it encourages members to assert themselves. One of its myriad sites, Riotgrrl, for example, offers users a chance to force-feed supermodels steak or dietary supplements. Another site, Grrlgamer, allows players to “frag” or set fire to an image of Laura Croft, the curvaceous heroine of the video game Tomb Raider.