Saatchi & Saatchi will develop Snap!’s brand awareness consumer marketing campaign, set to launch later this fall. The campaign will include advertising and promotion in multiple media, including promotion on the NBC television network, and will be designed will position Snap! at the forefront of the convergence of television and the Internet. Billings were not disclosed.
Saatchi was one of three finalists for the account after a bi-coastal search. Saatchi was selected because of its cutting-edge ideas for targeting the large, untapped pool of potential consumers for the Snap! service, the company said.
“Through network television promotion and advertising in other media, we are planning to build Snap! into a brand name that stands for the Internet for tens of millions of people,” said Edmond Sanctis, Snap!’s chief operating officer. “We’re confident that Saatchi’s strategic and creative direction will enable us to achieve our objectives in record time.”
The Snap! service, which launched in September, 1997, is marketed primarily to Web users through public relations and online promotions on the CNET network of Web sites, and CNET television programs. In June, CNET and NBC formed a joint venture to operate the “Snap!” Internet service, marking the first entry of a major media company and broadcast network into the Internet directory and search services business.
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