After a three-month review, Juno Online Services has awarded its multi-million dollar integrated marketing assignment to DDB Needham. The account is estimated to be
worth more than $20 million in 1999.
The review process began with more than 10 advertising agencies in September
and was narrowed down to four in early November. Juno’s previous agency had
been Jordan McGrath Case & Partners.
DDB will be responsible for all of Juno’s
external marketing communications, including advertising, direct response,
interactive marketing, and promotions. Juno’s public relations will continue
to be handled by Edelman Public Relations Worldwide in New York.
Launched in 1996, Juno is the second largest provider in the world (after
America Online) of dial-up Internet services. To date, more than 6.2 million
Juno accounts have been created. The firm provides consumers with a full range
of Internet services, from basic dial-up Internet (ad-backed) e-mail, which it
provides free, to full Internet access through its Juno Web service.
“The team at DDB really understands the challenges facing us, and they did an
insightful job getting to the heart of the Juno brand,” said Robert Cherins, executive vice
president for Juno Online Services. “We believe this
partnership will help us solidify our position as a driving force in the
Internet industry over the coming years.”
“We are tremendous fans of the Juno business model and believe this talented
organization will provide its customers with the best possible online
experience,” said Peter Tate, president of DDB Needham in New York.
