Ad Agency Database Launched

MayDream SA, a U.S.-Euro based Internet company, launched AdForum.com, a searchable database of advertising agencies and their creative work.

The site, featuring a search service called Agency Preview, is intended for use by advertisers and consultants to identify ad agencies from around the world for account assignments or special projects. Advertising agencies can use the site for creative analysis, benchmarking, new business pitches and network building, the company said.

It reportedly will compete with AdsGallery.com from Toronto-based Warp 10 Technologies Inc.

More than 30 advertising agencies in the United States and Europe are participating in the launch. In 18 months, AdForum said it expects to host listings for thousands of agencies. As the site is built out in the coming year, it intends to become a portal for the global advertising community with editorial content, interactive services, newsgroups and email.

At launch, AdForum will include searchable agency information such as size, location, competencies, specialties, billing clients, number of employees, awards, corporate philosophy, network affiliation and trade organization membership. Agencies can also be sorted according to corporate objectives and other confidential new business data such as account conflicts. Subscribing agencies can also have links to their agency Web sites, list email contacts and present animated presentations about their services.

AdForum will also include executions of each agency’s creative work (including broadcast reels).

“Agencies may already have their own Web sites, but they are familiar only to those who already know the agency;” said Herve C. de Clerck, founder and president of MayDream.” But by joining AdForum, agencies are visible in a central location heavily trafficked by advertisers and consultants where their work is visible to anyone and everyone looking for an agency.”

Agencies pay $2,000 a year to subscribe. Consultants pay $9,500 per year to assess the full functionality of the site via password. Among the agencies signed at launch are Ammirati, Puris, Lintas New York, Bozell, Leo Burnett Chicago, DMB&B NY, Grey NY Hill Holiday, J. Walter Thompson, Saatchi NY and Y&R NY.

MayDream is incorporated in Luxembourg and owns Virgule Bleue sarl a French company that provides technical development and information systems. A European sales team is located in London. MayDream is also incorporated in New Jersey with Hoboken offices that are the headquarters for marketing and sales in America.

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