Exile on 7th Gets Interactive Work

Exile on 7th here has been tapped to handle interactive duties for Heald College and MyFamily.com, according to agency president Alan Burgis. Combined billings are estimated at $3 million.

The 3-year-old, 30-person ad agency will be responsible for managing all online creative, analysis and media duties for Heald College. The agency previously worked with the client on a project basis; the account was awarded without a review.

Publicis & Hal Riney, San Francisco, which handles Heald College’s offline ad business, had done interactive work for the school in the past.

Based in San Francisco, Heald College is a regionally accredited institution with 11 campuses in Western states, including California, Oregon and Hawaii. The nonprofit college offers 18-month associate degrees, 12-month diplomas and six- to nine-month technical certification training programs.

MyFamily.com, an online genealogy network, selected Exile after a review that included a number of undisclosed interactive shops. The Provo, Utah-based client previously handled online advertising in-house.

Initially, Exile will work on search-engine optimization and preliminary creative. Burgis said the creative workload is expected to increase over the next year.

When asked about taking on a dot-com after the Internet bust, Burgis said, “Some business models work better than others online, and [MyFamily.com’s] is perfect for the Internet.” He compared MyFam ily.com to eBay, another Exile client, which has dropped the “.com” from its moniker. “Ebay is so successful, no one says it’s a dot-com anymore,” Burgis said.

MyFamily.com provides a host of services for families and genealogists online. Visitors can create family-tree Web sites and search more than 1 billion names in over 3,000 unique databases.