JWT, Hill & Knowlton Share the Dot.Com Action

GameBay.com, a free Internet game site heavy on targeted advertising, has awarded the national ad and public relations portions of its $2 million account to JWT Specialized Communications and Hill & Knowlton, respectively.
Both agencies’ Houston offices will handle the account. The client, which is headquartered in Los Angeles, maintains technical offices in Dallas and Austin, Texas.
GameBay.com is notable for the profiling system on its Web site, which is activated when online players enter to play bingo and other games. Based on the types of products contestants choose as prizes as well as their decision-making during a game, a user profile is created and continuously updated. This feature enables sponsors to deliver highly targeted Internet ad messages.
Current advertisers on GameBay.com’s Web venue include Sharper Image Stores, Omaha Steaks and Nancy’s Coffee.
JWT Specialized Communications and Hill & Knowlton were selected, said GameBay.com president and chief executive officer Daniel Sarnoff, “for their extensive experience and national capabilities in introducing major new concepts like profile-driven Internet marketing, which is the basis for our site.
“JWT Specialized Communications is well known for its branding and strategic positioning work, and Hill & Knowlton is a leader in both issues management and in representing dot.com companies,” he added.
“GameBay.com is the first of a new breed of Internet companies using sophisticated . . .
technology that can both match players and advertisers and also ensure that the players’ privacy is protected,” said Ron Jenkins, managing partner of JWT Specialized Communications in Dallas, in a statement. “We’re very excited about the opportunity to participate in this company’s development.”
The GameBay.com Web site attracted 59 million “page impressions” last November.