BOL internet win for Powerhouse

BOL.com, part of media group Bertelsmann, has appointed Powerhouse to build the on-line book and music retailer’s UK reputation on fees of close to pounds 300,000.

BOL.com, part of media group Bertelsmann, has appointed Powerhouse

to build the on-line book and music retailer’s UK reputation on fees of

close to pounds 300,000.



Originally, a shortlist of 12 was drawn up by BOL.com in conjunction

with matchmaker agency AAR. The shortlist was reduced to four, including

Cohn and Wolfe, Gnash and Freud Communications.



Steven Blackburn, head of PR and promotions for BOL UK, said:

’Powerhouse has a good understanding of the internet, while being in

touch with consumer PR. Ultimately, the computer is the tool and this is

a consumer launch.’



According to Powerhouse managing director Vikki Stace, the brief covers

both consumer and business-to-business. Power On-line will provide

internet PR support.



BOL.com was originally launched in March, but this autumn sees its major

branding campaign and official roll-out. It will also begin to sell

music as well as books.



BOL.com is aiming to compete against Amazon.com, the world’s largest

on-line bookseller. ’Our aim is to position BOL as the brand leader,’

said Stace.



Bertelsmann has made its intentions clear by compiling a highly

established marketing team, including M&C Saatchi on a global branding

brief, Walker Media for media planning and buying, M&C Saatchi Direct

for direct marketing, and Media 21 for on-line media buying and

scheduling. Incline Media has designed the on-line ad campaign.



According to Stace, Powerhouse will be liaising with all the other

agencies involved including a brainstorming session this weekend.



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