Register.com Hires Fly

NEW YORK Register.com, a provider of Web services and domain registration for small businesses, has engaged Fly Communications (formerly RowenWarren) for advertising services.

Fly will employ online banners, direct mail, e-mail and other communications vehicles. The main mission is to reposition the client as an A-to-Z Web services company rather than simply a provider of domain name registrations. The budget was not disclosed.

“Our goal is to cut to the chase to help this company build and strengthen its business in a focused, targeted way,” said Larry Rowen, co-founder of Fly.

Added Doug Shuman, svp, customer marketing at Register.com, “Fly brings the creativity and focus we need to effectively communicate the value we bring to our small business customers.”

New York-based Fly, an independent shop, also maintains an office in Los Angeles. The boutique was launched in 2001 and employs about 60 staffers. The company has handled projects for ABC Sports, Bose, Chivas Regal, CNN and Dow Jones, among others.