AltaVista enlists Firefly for major UK campaign

Firefly has won a two-part, pounds 300,000 account with internet search engine AltaVista. The three-way pitch included launch agency Herald Communications and Copithorne and Bellows (now Porter Novelli Convergence Group), which is AltaVista’s US agency.

Firefly has won a two-part, pounds 300,000 account with internet

search engine AltaVista. The three-way pitch included launch agency

Herald Communications and Copithorne and Bellows (now Porter Novelli

Convergence Group), which is AltaVista’s US agency.



Firefly’s fee is a 70/30 split between UK PR, reporting to AltaVista UK

MD Andy Mitchell, and the co-ordination of European PR, reporting to

European MD Vesey Crichton.



In the UK, Firefly is tasked with establishing the on-line brand

altavista.co.uk, which was launched in December. The agency will attempt

to differentiate the client from competitors such as Yahoo!, MSN and

Freeserve by promoting AltaVista as a specific search engine for

different countries. ’They are making the web relevant to the UK

market,’ said Firefly director David Hargreaves, who is leading both

parts of the account. AltaVista has indexed 17 million of the UK’s 40

million web pages so far and plans to grow that to 25 million this

month.



Firefly’s pan-European role will be co-ordinating AltaVista’s local

agencies in Germany, Sweden, France, the Netherlands and Italy, where

the company has launched, or plans to launch, targeted sites. Firefly

will roll out campaigns, manage information flow and organise briefings.



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