The UK’s most popular music web site, dotmusic, has appointed
Firefly on fees in excess of pounds 100,000 to lead its PR drive for
Firefly was appointed after a pitch which included Freud
This is the first time an agency has been appointed. The PR function was
previously the responsibility of owner Miller Freeman’s in-house
According to Annabel Abbs, the Firefly director heading the account:
’The campaign is about driving traffic to the site and not about brand
building at this point.’
Firefly aims to carry out this strategy through on-line competitions and
by promoting scoop stories to the mainstream media. The campaign will
focus on promoting the site via TV, radio and broadsheet newspapers in a
bid to have an immediate effect on the number of users visiting the
Firefly will work alongside Dotmusic’s student marketing agency
Revolution and advertising agency Evans Hunt Scott, hired on total
combined fees of pounds 4 million for the year.
All three agencies will meet weekly with the client to discuss the
impact that the overall campaign is having on figures.
’Dotmusic has set tough targets which we must help them meet. As with
most .com companies, they are seeking a lot of traffic quickly,’ said
Dotmusic was launched in 1995 as a spin-off from industry magazine Music
Week. Earlier this year, it registered the biggest traffic levels to
date of any UK music-related website. An audit by ABC for April found
the site generated 6.24 million page impressions.