BOL.com, part of media group Bertelsmann, has appointed Powerhouse
to build the on-line book and music retailer’s UK reputation on fees of
close to pounds 300,000.
Originally, a shortlist of 12 was drawn up by BOL.com in conjunction
with matchmaker agency AAR. The shortlist was reduced to four, including
Cohn and Wolfe, Gnash and Freud Communications.
Steven Blackburn, head of PR and promotions for BOL UK, said:
’Powerhouse has a good understanding of the internet, while being in
touch with consumer PR. Ultimately, the computer is the tool and this is
a consumer launch.’
According to Powerhouse managing director Vikki Stace, the brief covers
both consumer and business-to-business. Power On-line will provide
internet PR support.
BOL.com was originally launched in March, but this autumn sees its major
branding campaign and official roll-out. It will also begin to sell
music as well as books.
BOL.com is aiming to compete against Amazon.com, the world’s largest
on-line bookseller. ’Our aim is to position BOL as the brand leader,’
Bertelsmann has made its intentions clear by compiling a highly
established marketing team, including M&C Saatchi on a global branding
brief, Walker Media for media planning and buying, M&C Saatchi Direct
for direct marketing, and Media 21 for on-line media buying and
scheduling. Incline Media has designed the on-line ad campaign.
According to Stace, Powerhouse will be liaising with all the other
agencies involved including a brainstorming session this weekend.