Home shopping network ValueVision International Inc. named Campbell Mithun Esty (CME) as its advertising agency of record to develop a multi-million dollar marketing initiative as the company rebrands itself and its Web site as SnapTV and SnapTV.com.
Under the agreement, CME will consult with ValueVision management on strategic branding, business development and marketing direction, and create television and print advertising, online advertising, direct marketing, and promotional campaigns.
ValueVision’s TV/Internet convergence strategy is aimed at offering its TV viewers and Web surfers multiple shopping opportunities through various media.
Both the television shopping channel and the Internet site are designed to deliver live, entertaining, and interactive shopping while integrating webcasting. For instance, when a television program is over, a viewer may continue shopping by going to the Web site.
“CME will greatly enhance our direction as we help consumers, major retailers, manufacturers and catalog companies appreciate the convenience of shopping on television and the Internet in real-time,” said Gene McCaffery, chairman and chief executive officer of ValueVision.
“CME will also provide fresh ideas and a contemporary brand identity that is consistent with efforts surrounding the Snap brand.”
ValueVision is rebranding itself as SnapTV and SnapTV.com as part of a wide-ranging direct e-commerce strategy that the company is pursuing with NBC Internet (NBCi).
The moves are aimed at positioning SnapTV and NBCi as the leaders in the convergence of television and the Internet.
NBC is merging its Internet properties with Xoom.com and Snap.com to form NBC Internet Campbell Mithun Esty is a national marketing communications agency with year-end 1998 billings of $904 million.
Clients include Kmart, Interstate Bakeries, General Mills and Borden Foods, among others.