Hi-tech agency Firefly has won a contract to promote Loot.com, the
on-line version of the free ads paper.
The contract was awarded after a three-way pitch against Hill and
Knowlton and an unnamed internet PR specialist.
Firefly replaces incumbent Jane Howard PR, which has to date handled PR
for both the web site and the printed paper. Jane Howard continues to
work for the paper, but Loot has decided to switch to a specialist
agency to help raise the profile of Loot.com as the service increasingly
becomes a separate entity.
Loot.com is one of the top 20 traffic sites in the UK and predicts it
will be top ten following its next audit.
Loot first established a web presence in 1995. The amount of traffic to
the site has doubled in the last year and it currently receives more
than six million page impressions each month. The site covers areas not
served by the printed paper.
David Hargreaves, the Firefly director leading the account, said the aim
is to establish Loot.com as ’the place to go on the web if you want a
bargain. We will target consumers nationally now that Loot.com gives the
service national coverage. And as the site derives its revenue from
advertisers, we will target marketing professionals,’ he added.
Three other Firefly PROs will also work on the account, including group
account director Alison Jeremy.