What’s It All About, Alfy Inc.?

Ant Farm has been named lead interactive agency for Alfy Inc., a provider of educational materials on the Internet.

The Atlanta shop topped two undisclosed agencies to land the New York client. Billings are estimated at $1 million.

Ant Farm will manage online media planning and buying, creative services, and ongoing data analysis and reporting for Alfy’s Clever Island, a secured learning Web site for children.

“They understand what being a membership service is,” said Steve Huot, Alfy’s vice president of marketing, about the agency.

Said Ant Farm chief executive officer Michael Koziol: “Our advertising plugs into what they sell and how they sell it. Everything we do has a customer acquisition or retention focus.”

Ant Farm’s mission is to establish Clever Island’s subscriber service as an alternative to educational CD-ROMs.

“CDs are $30 a pop,” said Koziol. “Alfy’s subscription is $40 a year.”

The site offers reading, math and critical thinking materials for children ages 3-8. Parents can review their children’s progress and customize teaching levels to suit an individual’s learning pace. Content is updated twice a month.

Ads will appear on parenting Web sites such as learningnetwork.com and familywonder.com.