Internet specialist Midnight Communications has beaten off three rival
PR companies to win a lucrative account with entertainment channel
The account to market E-On’s worldwide interactive education and games
service is worth more than pounds 150,000 a year but Midnight would not
reveal the proportion of fees in this figure.
One of the companies believed to have been approached by E-On was
MacLaurin Communications. However, the agency declined because of a
conflict with existing client Sony.
Launched in June this year, Entertainment Online allows the user to
download multi-player games direct to a home PC, at a cost of pounds 6
The channel, based in Leicester, also provides educational software, a
lifestyle magazine, a chat area and an on-line shopping mall.
E-On was formerly represented by Hertfordshire-based PR agency
Barrington Harvey. E-On chief executive Mark Bernstein said the change
of emphasis following the launch demanded new PR blood. He said
Barrington Harvey would continue to work for the company on an ad-hoc
Caraline Brown, managing director of Midnight, said the company’s brief
was to position E-On as a rival to more traditional television and radio
‘We are going to position the Internet as a true medium, bringing it
back into the realms of social life. We aim to show consumers they can
get something valuable from the Internet,’ she said.
Midnight specialises in companies which are active on the Internet. It
handles PR for clients including UK On-line, NetResult, CACI Information
Services, the Interconnect Group and JFAX.