National Geographic Hires IQ Interactive

ATLANTA The National Geographic Channel has selected IQ Interactive here to produce all its Internet advertising and promotions, the shop said.

The cable TV network assigned the account to the independent shop without a review. IQ has done projects for NGC for the past two years, including promotions for the programs Interpol Investigates, Expect the Unexpected and Inside the Mafia. All won Web advertising awards.

“This is a talented group that truly understands the intricacies of our brand and our vision for the future,” said Steve Schiffman, executive vice president of marketing and new media for the network. “We are confident that IQ will help us develop something unexpected and innovative, which will take us in new and exciting directions.”

IQ Interactive, a division of IQTV, will work with the network’s in-house digital media department to produce rich-media advertising, an e-mail newsletter and develop blog sites for NGC’s viewers. Those blogs will allow fans of specific shows to communicate with each other and with program personnel.

NGC’s advertising budget was not disclosed, but Tony Quin, president of IQ Interactive, said it would be one of the shop’s top five accounts.

IQ’s clients include IBM, Showtime, Royal Caribbean, The Weather Channel, Georgia-Pacific and Turner Broadcasting System.