Two Way Communications Adds Peapod Work and New Clients CHICAGO–Interactive agency Two Way Communications here has increased its responsibilities with online shopping service Peapod and expanded its client roster.

The 16-month-old agency has worked with Peapod, an Internet-based grocery shopping and delivery service, since last September, handling advertising on its site for the service’s sponsors. Now it also will handle interactive media buying for Peapod, placing ads on other Internet sites.
It also is totally redesigning Peapod’s pages in the wake of the Evanston, Ill.-based company’s announcement last month of an initial public stock offering. “The site needs to look more IPOish” with the addition of corporate information, explained Bob Gear, who with partners Geoff Melick and Paul Bryant opened Two Way in January 1996 with financial backing from ad agency Arian, Lowe & Travis.
Two Way also has won interactive assignments from three new clients: Riedell Shoes, MDI Instruments and the Viaticus unit of CNA Insurance Cos.
Riedell, a leading maker of figure skating boots, has signed 1996 world figure skating champion Michelle Kwan as its spokesperson. Two Way has been assigned creation of a Internet site that will feature Kwan and information for consumers and dealers.
The site the agency will create for MDI will target medical professionals to support the launch of a new medical diagnostic device.
Viaticus, whose advertising is handled by Arian Lowe & Travis, is a company allowing people with life-threatening illnesses to convert insurance policies to cash to pay for treatment.
–Scott Hume