Fallon E-Mailed by a Dot.Com

Lifeminders.com Says It’s Poised to Pocket $57 Million in IPO
CHICAGO–Fallon McElligott has been handed responsibility for the first advertising campaign from personal e-mail service Lifeminders.com.
The agency won the account without a review. Tim Hanlon, the Herndon, Va., company’s vice president of marketing, said he considered other shops but in the end just picked up the phone and called Fallon.
Neither the agency nor the client would comment on billings, citing the quiet period mandated by the Securities and Exchange Commission ahead of an initial public offering. Lifeminders.com plans to raise $57.5 million through its IPO later this year.
Marketing will be a priority, but the percentage of funds to be spent on advertising is still to be determined, Hanlon said.
Lifeminders.com registers users and sends them personalized e-mails reminding them of significant events such as birthdays and anniversaries and offering tips specific to their interests. As of the end of September, the service had 3.7 million members.
“They’re the best direct marketers on the Web,” said Mark Goldstein, Fallon’s chief marketing officer.
Fallon will create print, broadcast and Internet advertising, as well as handle media duties and Web site design. “Their Web site could have a more branded look to it,” Goldstein said.
The client is anxious to trumpet its name once the SEC-enforced quiet period expires toward the holidays. “We hope to come out of the gate pretty hard in January,” Hanlon said.
Hanlon said he had been impressed by Fallon’s “passion for brand building and the creative process” when he competed against the Minneapolis agency during his stints at Bozell Worldwide and Saatchi & Saatchi.
“I needed someone who was going to be a guardian of what I think is a good business model,” Hanlon said.