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