Highway One Wins Netcentives

$5-10 Mil. Multimedia Campaign Is Planned
SAN FRANCISCO–Highway One has landed a $5-10 million advertising and marketing account from online loyalty marketing program developer Netcentives, following a brief review that included several undisclosed West Coast agencies.
Wilton, Conn.-based Blau Marketing Technologies’ San Francisco office previously handled the account, but did not participate in the review.
Highway One, Sausalito, Calif., will promote Netcentives’ ClickRewards program, which offers consumers frequent flyer miles when they make purchases through Web sites including OfficeMax.com, 1-800-Flowers and Preview Travel.
“Highway One has consistently impressed us with their strong breadth of skills, tremendous consumers insights and creative ideas,” said West Shell III, president and chief executive officer of Netcentives.
Highway One will launch new advertising for the San Francisco client as early as April, but is still working out strategy for a full-scale multimedia campaign, according to Andrea Metzler, agency president and chief executive officer.
“We are looking at different media and geographic locations, and figuring out the best ways to find and reach our target audience–the frequent flyer miles junkies,” she said.
Metzler added that Netcentives has primarily used online ads to promote ClickRewards, and that major offline efforts are new territory.
Separately, Highway One is working on a global assignment for Fox Television Network, Los Angeles, to promote the 10-year anniversary of The Simpsons this fall.
–Jane Irene Kell