In a bid to spur membership growth, EarthLink Inc., the number two ISP in the United States, on Monday created the position of vice president of brand marketing, and named TBWAChiatDay as its agency of record.
Claudia Caplan, the former creative director of Mendelsohn-Zien Advertising, will fill the newly-created brand marketing job. At Mendelsohn-Zien, Caplan handled the BMW of North America and Carl’s Jr. Restaurants accounts.
The moves, especially the creation of a brand marketing VP job, signals that EarthLink is dedicated to building its brand in an effort to win customers from ISP giant America Online.
“EarthLink has made a strong commitment to becoming a top-of-mind brand. That is our goal,” said Caplan. “With this agency combination, I’m confident we’ll make it a reality.”
The first job for TBWAChiatDay will be print and radio ads deputing next month, which will promote EarthLink Broadband’s self-install DSL service. The first brand-building campaign creative is expected in the fourth quarter.
EarthLink recently named Direct Partners as its direct marketing agency.
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