NEW YORK — The Interactive Advertising Bureau has tapped Euro RSCG MVBMS Partners to handle the industry’s brand campaign, an effort aimed at increasing ad spending behind interactive media.

The agency replaces Stein Rogan + Partners, the New York shop responsible for the research, strategy, positioning and creative behind the interactive industry’s inaugural campaign. “The entire campaign is a pro-bono effort, and to ask Stein Rogan to continue to donate their resources for the full year of the effort is simply unfair,” said IAB president and CEO Greg Stuart, adding that the association looks to “continuously refresh the overall effort.”

The initial ads, which broke in July, positioned online advertising as an integral component of the overall marketing mix. Under the theme, “Interactive is the Active Ingredient in the Marketing Mix,” print and online ads highlighted multiple case studies from major marketers, including Dove and Volvo [IQ Daily Briefing, June 24].

The IAB approached MVBMS about taking on the assignment after using one of the agency’s campaigns—the digital launch of the Volvo S60—as one of the case studies in the association’s effort, according to an company representative.

MVBMS in New York will assemble a multi-disciplinary team lead by MVMBS partner, director of client integration Beth Waxman and account director Sean McCarthy for the pro-bono push. It is unclear when the first work from MVBMS will appear.

The estimated value of donated ad inventory and services is upwards of $5 million. Companies contributing media and other assets include 24/7 Real Media, About.com, AOL Time Warner, Adweek, CondeNet, Cleveland.com, Forbes.com, Eyeblaster, New York Times Digital, Unicast, Wall Street Journal Online and WashingtonPost.com, among others.