Lewis to handle UK profile of domain name company

Lewis has won a three-way pitch to launch the world's largest domain name marketplace to the UK media.

Headquartered in the US, Sedo (Search Engine for Domain Offers) operates the most comprehensive database of domain names for sale, with more than 10.5 million listings.

Sedo's total sales for 2007 amounted to £37m in a growing industry. It sold Vodka.com for £1.5m last year and has disposed of a number of other in-demand domains such as Sport.co.uk.

The company's top operators were billed in a recent article in The Observer as 'the latest breed of dotcom entrepreneur'.

Lewis will handle all Sedo's UK PR, building its profile across broadcast, national, marketing and IT press. The account team at the tech agency will be led by associate director Will Sturgeon, reporting to Sedo marketing manager Anja Bissinger.

Bissinger said that while Sedo has had some success in the UK, the market is still relatively untapped.

'The size of the opportunity that exists here is considerable,' she said.

The campaign will focus on the importance of effective domain name planning and management, as well as the growing UK market for domain names among independent traders.

The growth of online advertising, coupled with an ever-shrinking number of available domains, means the industry is increasingly lucrative. Sex.com broke sales barriers in 2005 when it was sold for £6m.

Before the advent of Google, domain names were generally tied in to one specific brand. Now, web addresses such as Mobile.co.uk are in demand as internet users are just as likely to search for a generic term.

Top domains currently on sale at Sedo's online marketplace include generic sites Blokes.com and Holy.co.uk.

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