iVillage.com Goes to Town With TV

Women’s Web Network Offers Testimonials in Friedland/Jacobs Ads
LOS ANGELES–Friedland/Jacobs Communications is expanding its experience in consumer marketing with a TV campaign for new client iVillage.com.
Primarily known as an entertainment shop, the Burbank, Calif., agency won ad duties for the online women’s network earlier this year based on work it had done for other online services, including CBS Marketwatch.com and imall.com.
“We selected Friedland/Jacobs because of the agency’s expertise in marketing online services to consumers,” said Hillary Graves, senior vice president at iVillage, New York. “They immediately understood our brand and were able to turn around quickly a creative approach that captured the core message of iVillage.com.”
Billings on the account are undisclosed. Previous advertising was handled by DDB Needham, New York.
Three 30-second TV spots from the agency broke last month on national network channels. The ads take a testimonial approach, showing the reactions of women who explore the Web site for information on women’s issues. In the first spot, a woman shares first-hand experience about being a new mother. Women in the other two spots are seen seeking financial advice and information about a medical condition.
“iVillage is such an incredible brand,” said Friedland/Jacobs chief executive officer Scott Friedland. “Working closely [with the client], we were able to reflect the uniqueness and accessibility of the network as an online service that humanizes the cyberspace experience.”
The company’s continuing tagline “iVillage.com. The No. 1 women’s network,” appears at the end of the spots, in addition to the themeline, “Real solutions for women.”
The current round of TV spots will air through September, and the agency is at work on a new batch. Print and possibly radio ads will join the TV in September, said Friedland.
iVillage.com, established in 1995, has become the leading women’s online network. Among its departments and links are Astrology.net, Baby Shop, Better Health, Book Club, Career and Fitness & Beauty.