STAMFORD, CT: Gaming online publisher Themis Group hired Ogilvy PR Worldwide as its first AOR, effective February 23. In a six-figure, year-long contract, it will work to raise brand awareness of its Web sites, primarily the flagship online magazine The Escapist, according to Tom Kurz, chairman and CFO of Themis.
The team plans to raise the brand's profile beyond its core video-gaming industry and enthusiast community audiences. The agency is also seeking to raise recognition of the Web destination in the advertising and marketing communities, Kurz added.
The agency will attempt to distinguish The Escapist as a high-end editorial resource with both gaming news and long-form features, Kurz added. The Web site also features social networking enhancements, including the Twitter-powered Watercooler message board.
“We got the feeling that [Ogilvy] could properly channel the story to the various advertising and marketing folks that we want to be able to reach and to the media outlets that we want to reach,” he said. “When we started out, it was our endeavor to create an online publication that treated gamers and gaming with a certain seriousness.”
Ogilvy will also emphasize to the marketing and advertising communities that the online magazine's readership consists of “early adopters” who are loyal to brands, said Siobhan Aalders, SVP at Ogilvy.
“The lifestyle of the gamer is changing. They tend to have more money and be tech-forward,” she said. “[The agency will] reintroduce it as a very high-level tool to reach an educated and sophisticated audience.”
Kurz, who led the agency search, picked Ogilvy after reviewing six firms. No official RFP was filed, he said, adding that Ogilvy is the first agency the publisher has employed. Ogilvy will also occasionally work for Themis' other titles as part of the contract. Aalders is leading account work from Ogilvy's New York office.