Alta Vista consolidates efforts with GCI

SAN FRANCISCO: GCI Group has scooped the dollars 1 million centralized business for AltaVista, after the Internet company retreated from an unsuccessful foray into portals to return to its search engine roots.

SAN FRANCISCO: GCI Group has scooped the dollars 1 million centralized business for AltaVista, after the Internet company retreated from an unsuccessful foray into portals to return to its search engine roots.

SAN FRANCISCO: GCI Group has scooped the dollars 1 million centralized business for AltaVista, after the Internet company retreated from an unsuccessful foray into portals to return to its search engine roots.

The account had previously been divided up between GCI, Applied Communications - which will still handle b-to-b for its enterprise software business - and Porter-Novelli. It is understood that the latter pair also pitched for the centralized account.

Working with a dollars 1 million budget, GCI will be charged with corporate positioning and branding for the entire business, from e-commerce to the network.

The initial challenge will be to bring the focus back to AltaVista as a search engine after its failed attempt to compete with the likes of such portals as Yahoo! and AOL.

'It was the most renowned search engine when it launched in 1995,' said Dianne Gleason, GCI's EVP who will head up the account. 'When portal competitors came in, it seemed like a natural add-on, but in the end it cannibalized the core competency and turned off users.'

Kristi Kaspar, AltaVista's senior PR manager, denied that a decline in users had led to the decision. 'It was just general feedback and our own usability testing,' she said.



Have you registered with us yet?

Register now to enjoy more articles and free email bulletins

Register
Already registered?
Sign in

Would you like to post a comment?

Please Sign in or register.