The Butler Didn't Do It for Diller

  |  September 22, 2005   |  Comments

Ask Jeeves will lose the eponymous butler and rebrand as Ask, Diller told investors.

Jeeves is dead.

Barry Diller told investors on Wednesday that Ask Jeeves, recently acquired by IAC/InterActiveCorp, would drop the butler and go forward with the Ask brand.

"Jeeves will disappear, and we will be called Ask or Ask.com, probably Ask," Diller, IAC's chairman and CEO, announced at a Goldman Sachs conference. "Not that I don't like that fat butler, though he's actually a thinner butler now."

Diller said the company had conducted research to confirm his instincts that the Jeeves character was not creating the desired image for the company. He had hinted about his plans to get rid of the butler at an investor conference in August.

Jeeves got a makeover a year ago, slimming down and getting a more modern look. The move was not enough to make the character relevant to IAC's vision of what Ask will become.

"This is a very big business for us. It is potentially the glue for almost all of our services," Diller said. "Getting that integrated with the company is probably the next priority."

Ask will become the hub for many of IAC's properties, like its Citysearch local search business, and its various retailing and online services businesses.

The company is in the midst of an agency review to see who will guide Ask through its rebranding The company declined to comment, but reportedly has narrowed its search to incumbent TBWA/Chiat/Day in San Francisco and independent shop Hanft Unlimited in New York, which handles IAC's Match.com.

ClickZ Live Toronto Twitter Canada MD Kirstine Stewart to Keynote Toronto
ClickZ Live Toronto (May 14-16) is a new event addressing the rapidly changing landscape that digital marketers face. The agenda focuses on customer engagement and attaining maximum ROI through online marketing efforts across paid, owned & earned media. Register now and save!

ABOUT THE AUTHOR

Kevin Newcomb

Kevin Newcomb joined ClickZ in August 2004, covering search marketing and other online marketing topics. He has been reporting on web-based businesses since 2000.

Before the bubble burst, Kevin was a marketing manager for an online computer reseller, handling copywriting, e-mail marketing, search marketing and running the affiliate program.

With a combination of real-world marketing experience and years of business journalism, Kevin brings to ClickZ a unique ability to deliver news and training materials that help online marketers do their jobs better.

COMMENTSCommenting policy

comments powered by Disqus

ClickZ Today is our #1 newsletter.
Get a daily dose of digital marketing.

COMMENTS

UPCOMING EVENTS

Featured White Papers

ion Interactive 9 Strategies to Engage Your Consumers White Paper

9 Strategies to Engage Your Consumers
Online marketing apps are highly engaging - taking visitors on short, but effective, conversion-focused journeys. This white paper illustrates 9 strategies to engaging consumers through app-like experiences.

eMarketer: Redefining Mobile-Only Users: Millions Selectively Avoid the Desktop

Redefining 'Mobile-Only' Users: Millions Selectively Avoid the Desktop
A new breed of selective mobile-only consumers has emerged. What are the demos of these users and how and where can marketers reach them?

Resources

Jobs

    • Sr. Paid Search Manager
      Sr. Paid Search Manager (Bisk Education) - TampaCurrently seeking a Sr. Paid Search Manager in Tampa, FL for Bisk Education! Bisk Education is a...
    • Contact Center Professional
      Contact Center Professional (TCC: The Contact Center) - Hunt ValleyLooking to join a workforce that prides themselves on being routine and keeping...
    • Recruitment and Team Building Ambassador
      Recruitment and Team Building Ambassador (Agora Inc.) - BaltimoreAgora, www.agora-inc.com, continues to expand! In order to meet the needs of our...