RealTime IT News Selects Leo Burnett

Upscale jewelry e-commerce site said that Leo Burnett and its Starcom media division will be handling all advertising efforts for the site.

Leo Burnett will be handling's off-line advertising, including magazine ads, billboards and radio.

"Our brand-building expertise partnered with their entrepreneurial spirit and knowledge of the global jewelry business will make a true pioneer on the Web," said Linda Wolf, group president, Leo Burnett North America. Billings were not disclosed.

Concentrating on brand recognition Leo Burnett said it intends to present in the style and context in which it was conceived. Named for the French word "monde" meaning world, combined with "era," the name is intended to describe the new broad shopping experience made possible by the Internet. "We selected Leo Burnett because we believe they are one of the leading advertising agencies in the world and clearly understand the dot com space," said Fred Mouawad, co-founder and CEO of

"Selling luxury items on the Internet creates unique challenges that aren't an issue with traditional outlets," said Bob Brennan, Starcom Worldwide chief operating officer. "Starcom's recognized media expertise and proven ability to move at the speed necessary to succeed in the e-commerce environment will help more effectively reach consumers."