Lexico Publishing Retains JSM+

Agency to Brand Internet Language Tools
LOS ANGELES–Lexico Publishing Group has retained JSM+ Communications to handle its first ad account. Billings are estimated at $3-5 million.
Lexico, a provider of language reference tools on the Internet, awarded the creative and media business to the Santa Monica, Calif., shop without a review, according to Scott Daly, the agency’s executive vice president and head of media.
“Lexico is the kind of account that we covet,” Daly said. “They’re entrepreneurial, growth-oriented and they afford us the opportunity to create a world-class brand from scratch.”
The agency will create an awareness campaign for the Los Angeles company’s two Web sites: www.dictionary.com, a dictionary and directory of Internet reference sites; and www.thesaurus.com.
“We were aware of the new media capabilities at JSM+,” said Lexico publisher Brian Kariger. “[Yet, it was] their successful partnership with Canon [Computer Systems] and the commitment of senior management to our account that convinced us this was the right decision.”
JSM+, located in the same building as Colby Effler & Partners, is a full-service, stand-alone ad agency that bills $45 million and has 35 employees. It is on the verge of breaking new campaigns for Canon printers, Canon Software Publishing and PowerLift. –Teresa Buyikia