New York: Ogilvy has been named AOR for Ziff Davis Media's consumer technology event, DigitalLife.
Ziff Davis issued a formal RFP and looked closely at three other, undisclosed agencies. The account amount was undisclosed.
Ogilvy exhibited a key understanding of branding and messaging, according to Jim Hasl, VP of Ziff Davis Media's event marketing group.
"Also, they understood technology, but could translate that to consumers," Hasl said.
The event will be held October 14-17, 2004 at the Jacob K. Javits Convention Center in New York City. The show is designed to help consumers better understand how to integrate technology into their lives. Event sponsors and showcase companies will highlight their wares for the holiday season.
Technology practice head Stephen Jones will lead the six-member team.
The immediate goal is to gain visibility and build momentum for the event and the DigitalLife brand nationwide, according to Ogilvy VP Serena Tesler, . The agency will support DigitalLife's marketing team and plan a strategic branding campaign.
With a crowded technology event marketplace and the recent postponement of Comdex, DigitalLife needs to differentiate itself in the marketplace.
"DigitalLife is a long distance from Comdex, which is strictly a trade, b-to-b event; DigitalLife is for the consumers," Hasl said. "We're dealing with a different audience, and a different set of exhibitors."
Google, Xbox, and Best Buy are among the top-tier sponsors.
Ziff Davis is reaching out to mainstream media, citing the media interest in things like creating wireless networks and buying music online. It has already received interest from national broadcasters, newspapers, and magazines, Hasl said.
"Cosmopolitan magazine has taken an official position in the show, as they want to align themselves with women who are interested in electronics," Hasl said.
DigitalLife is also considering blog outreach, time permitting.
"I want to look at blogging in the long-term strategy," Hasl said. "The consumer market today is driven by grassroots communication."