Partners & Simons Readies Launch Ads for Web Marketing Site
BOSTON–Partners & Simons will create consumer and trade ads to launch WinWin.com, which aims to make Internet banner advertising more effective.
Boston-based Partners & Simons bested finalists Euro RSCG DSW Partners, Salt Lake City, and Interbrand, New York, in a two-month review.
WinWin.com expects to select a separate media partner. Contenders currently being evaluated were not disclosed. Partners & Simons typically works with outside media services, including Carat Freeman in Newton, Mass., and Pro Media in Natick, Mass.
“Partners & Simons understands the need to work on Internet time,” said WinWin.com chief executive Kieran Clifford. “They saw it as a challenge, not a threat. That made a big difference.”
The Boston-based Internet startup’s system enables sponsors to target consumers with banner ads relevant to their interests. Users who enroll in the network provide personal information about themselves. (That data will not be sold, said Partners principal Gib Trub, to guarantee the user a degree of privacy.) When WinWin registrants visit a site featuring its technology, they will see ads of interest to them. If they click on the banners, both they and the Web site earn money. The amount of those payments has not been disclosed.
It’s “an interesting twist on the model,” with the consumers and sites making a profit while advertisers deliver their messages to a targeted audience, Trub said.
Both DoubleClick and Engage Technologies, a CMGI-owned firm in Andover, Mass., are among WinWin.com’s competitors. What differentiates WinWin is that the consumer is asked for profile information and paid for participating, while DoubleClick and Engage collect data based on consumers’ Internet behavior, said Trub.
Clifford, formerly an investment advisor, founded WinWin.com with software developer Vijay Mayadas two years ago in London. They conceived WinWin’s technology after realizing that advertising was the key to making money on the Internet but targeting Web ads is “technically complex,” Clifford said.
In the past year, WinWin.com has won backing from investors in England and the U.S., including GE Capital, Clifford said.
Partners is also working on WinWin.com’s identity, collateral and Web site. The shop plans to roll out its first ads in two months. The campaign will begin with print and online ads aimed at consumers, Web site companies and advertisers.