Ananova hires three agencies for PR drive

Internet news provider Ananova has revamped its PR function with

the appointment of three agencies to drive consumer and student

campaigns, and launch an audio news service.



The news site - symbolised by the eponymous electronic news reader - has

taken on consumer agency Jackie Cooper PR (JCPR) to act as its retained

shop and draft an overall comms strategy. It has also recruited The

Wright Partnership (TWP) to launch a mobile phone-based audio news

service, and dedicated youth agency Get Real! to target the student

community.



The hires follow the appointment of Alison Gee as the website's first

head of PR in May this year. She made it clear that she intended to buy

in external help at the time (PRWeek, 25 May).



JCPR becomes the site's first fully retained agency. The account is led

by account director Kim Holliday. All three agencies report to Gee.



Explaining the rationale behind the campaign, Holliday said: 'We will be

looking at the changing face of news delivery and how we have all become

news junkies. We will promote Ananova's place in the media industry in

general, not in isolation,' she added.



Gee told PRWeek following her appointment that the campaign would be

targeting technophile socialites, urban thirty somethings and students,

with a discreet campaign aimed at driving more traffic to the site.



Ananova's launch PR was handled by TWP and boosted by the appointment of

new in-house press officers in February and May.



Launched as a revamped version of the Press Association's new-media arm,

the site was taken over in July 2001 by mobile phone operator

Orange.



It is now part of the France Telecom group following that company's

takeover of Orange.



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