Adauction.com, which plans to spend up to $2.5 million through 1999, awarded Ingalls Moranville its account for creative and media following a competitive review.
“Ingalls Moranville is well-grounded in traditional and online media, and they’ve done an excellent job of building strong brands for their clients like Infoseek, Logitech and Hewlett-Packard,” said Neil Cohen, vice president of sales and marketing for Adauction.com. “That, along with a strong creative approach to our business, distinguished them as our choice in helping us build this new buying and selling channel.”
The tag line for the campaign is “Opportunity Clicks.”
“In creating an online marketplace for buying and selling media, Adauction.com faces unique challenges, including educating media buyers on how to plan for opportunistic buys on top-branded sites,” said David Moranville, co-creative director at Ingalls Moranville. “The ad campaign will directly address these key issues.”
Adauction.com’s online auction augments Web publishers’ direct sales programs and offers media buyers quality ad space at discounted prices. The company represents over 100 Web publishers that supply ad inventory, including Netscape, Match.com, Biztravel.com, Red Herring Online, and NetNoir.
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