‘How to’ guide VideoJug turns to Idea Generation

Idea Generation has been hired to promote a website that bills itself as the ‘encyclopaedia of life’.

VideoJug.com has handed the entertainment specialist agency a retainer to position the website as a source of expertise and advice on any subject.

VideoJug, which launched in September 2006, features more than 30,000 wholly owned ‘how to’ videos, which are produced in-house in the start-up’s London and Los Angeles offices.

Topics explored in the videos range from the frivolous, such as ‘How to give a great man-to-man hug’, to the useful, such as ‘How to build and light a fire’.

The website also deals with serious subjects, such as ‘How to accept yourself as gay’, and shows viewers how to cook popular dishes, such as chicken tikka masala, in easy steps.

Idea Generation has been briefed to raise awareness of the VideoJug brand across traditional and digital media. Account manager Jo Wheeler will lead the team at the London agency, reporting to VideoJug head of marketing Charlie Peachey.

The win came as VideoJug announced the appointment of former Hearst Digital MD Nancy Cruikshank as its global CEO.

A well-known figure in the online publishing industry, Cruikshank oversaw high-profile brands, including handbag.com and netdoctor.co.uk at Hearst.

Cruikshank, who was appointed in late October, has been briefed to grow VideoJug’s user base and increase revenue from advertisers.

VideoJug attracts more than four million visits a month to its own website and its partner channels on MSN, Virgin Media and YouTube. However, it has yet to make a profit.

Cruikshank’s high-profile appointment has prompted rumours in City circles that VideoJug is planning a flot­ation. The website received £15m from backers earlier this year and is valued at around £35m.

Idea Generation’s client list includes Amora, the ‘sex theme park’ vying to be recognised as an authority on sex and relationships (PRWeek, 19 September).

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