BOSTON: Internet search engine Lycos has moved its six- figure US
PR account to Shandwick, dropping Schwartz Communications after two
Lycos director of marketing communications Michele Perry said the
company began looking for a new agency late last year, relying on
word-of- mouth and research, rather than issuing a formal request for
Six agencies pitched for the business, with Shandwick and Cohn and Wolfe
emerging as the two finalists.
According to Schwartz creative director and executive vice-president
Carol McGarry, the company’s decision did not come as a surprise. ’When
you work closely with a client, you sense what they are thinking,’ she
Lycos has risen from being the fourth-most visited search engine, behind
Yahoo, Info seek and Excite, to number two behind Yahoo. McGarry said
Schwartz had already replaced the Lycos revenue.
The Lycos account will be led by Shandwick executive vice-president and
national consumer practice director Linda Recupero.