Bite Communications has won the media relations account for
internet search engine Lycos, which is used by internet service provider
Freeserve and the Sun’s CurrentBun web site.
The contract was awarded after a two-way pitch against Edelman PR. Bite
replaces incumbent agency Lindsay Baptiste Associates. The contract
includes promoting Lycos sister brand Tripod, a service which allows
users to build their own web site.
According to Lycos UK and Ireland general manager Charles Walker, the
shifting of the internet into the mainstream means the company’s PR
demands have moved away from the business press to raising brand
awareness with consumers.
Bite account director Tanya Roach will head a team of three on the
Roach said that while the account will focus on the consumer, Bite will
also target the trade press.
In Europe, Lycos is a joint venture between parent company Lycos Inc and
German media group Bertelsmann.
Recent research by Media Metrix found that 52 per cent of US internet
users use Lycos once a month, compared to 51 per cent using Yahoo,
Lycos’ main competitor. Lycos Inc is a Nasdaq 100-listed company.