Middleberg wins Britannica online

CHICAGO: Encyclopaedia Britannica has made its long-awaited choice of PR agency, selecting Middleberg + Associates to re-launch its web site.

CHICAGO: Encyclopaedia Britannica has made its long-awaited choice of PR agency, selecting Middleberg + Associates to re-launch its web site.

CHICAGO: Encyclopaedia Britannica has made its long-awaited choice

of PR agency, selecting Middleberg + Associates to re-launch its web

site.



PR fees for the account will run ’well into six figures,’ said director

of corporate communications Tom Panelas.



Brittanica plans to re-launch www.britannica.com as a free reference

site and include various information sources that will bring visitors

back on a daily basis. The new site will allow users to find information

in reference works, magazines and other sources.



Middleberg has been charged with handling business and consumer media

relations, as well as branding work.



’What we are trying to do is reinvent the brand for the Internet,’

Panelas explained. ’With the new site, Britannica wants to become a

daily information source for consumers, rather than just a resource for

school or work projects.’



Panelas said Middleberg’s strength in media relations and Internet

capabilities were key factors leading to its selection. He initially

considered seven or eight firms, but asked only three for presentations

in June - Middleberg, Ketchum and FitzGerald Communications.



’Middleberg is very, very strong in taking established brands and

redefining them for the Internet,’ he said.



Britannica earlier this year awarded a dollars 25-dollars 35 million ad

assignment for the site to the New York-based Deutsch Inc.



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