RDW Increases Stake in Online Category

RDW Group has added a pair of Internet-related assignments worth a combined $2.5 million in annual billings.
The Providence, R.I., shop picked up ad chores on the $1.5 million CollegeLink.com business without a formal review. The agency was selected based mainly on its existing relationship with CollegeLink parent Cytation.com, Newport, R.I., said RDW official Josh Fenton.
Separately, the shop prevailed in a review held by Providence-based OneTech, which has hired RDW to promote its Eclipse Computer Light, sold mainly over its Web site. RDW beat out Pagano Schenck & Kay in Boston and Hurley Chandler & Chaffer in Providence in the final round of a review, said OneTech president Mike Moskowitz.
RDW becomes the first agency of record for OneTech and CollegeLink, Fenton said.
Formed seven years ago and based in Clinton, Mass., CollegeLink allows students to apply online to more than 1,000 colleges and universities.
RDW will develop a print and Internet campaign targeting both young people and their parents. Ads will break in the fall in U.S. News & World Report and other magazines, as well as on Web sites with content focusing on higher education or the college selection process, Fenton said. Some TV may also be in the mix, with ads perhaps running on teen-oriented shows on the Fox or WB networks, Fenton said.
Ads for OneTech will target consumers and businesses that buy in bulk. Efforts will break in September in the technology press.