RealTime IT News Taps DraftWorldwide as AOR

Online postage company on Wednesday named DraftWorldwide to be its AOR, dropping Wieden & Kennedy, which had been handling the firms advertising and branding efforts.

The change reflects's desire to concentrate on direct marketing. DraftWorldwide is known as a direct and database marketing specialist, while Wieden & Kennedy is a full-service agency. continues its relationship with Direct Partners, a direct marketing agency partially owned by the Omnicom Group.

"As a result of our success over the past months with online integrated marketing and other direct-to-the-customer efforts, we have re-evaluated our agency needs," says President Loren Smith. "We feel DraftWorldwide brings the strengths and capabilities to communicate the advantages of and its direction for the future."

Wieden & Kennedy worked with for the past year, producing the 'Mettman' campaign featuring Bob Newhart. The agency is probably best known for its work for Nike, but it's also worked for Microsoft, ESPN and Coca-Cola.

DraftWorldwide, a unit of the Interpublic Group of Companies, works with American Express, Coca-Cola, and the US Postal Service. offers consumers the capability to download postage over the Internet and print it on their computers.