Billings for the account are expected to be in the $2 million to $3 million range.
Real Media, which runs an Internet advertising network of 570 local Web sites (mostly newspaper sites) within the U.S. and around the world, will continue to using Lot 21 as its interactive agency and strategic consulting partner.
Targeting the advertising industry itself, Mezzina/Brown will assist in the positioning and branding of Real Media’s global ad network.
“Real Media is unique it its ability to deliver virtually global reach to its advertising clients,” said Bill Brown, president of Mezzina/Brown. “We want to fix that ability in the minds of global brand mangers as we educate them on the superior demographics of people who access the Internet through their local newspaper sites.”
“Mezzina/Brown was selected based on their understanding of our brand and the way our target audience thinks,” said Real Media vice president of marketing Scott Kerr. Real Media’s relationship with M&C Saatchi, which started a year ago, was terminated last spring.
Mezzina/Brown clients include ArtistDirect, Goldman Sachs, Intel, The Washington Post Co. and Wit Capital.
Real Media also markets its Open Ad Stream ad server, which it says is used by more than 5,000 Web sites to serve more than 4 billion online ads each month.
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