Online discussion site Deja News named Organic Media, New York, as its interactive
agency of record and assigned it the task of a repositioning.
Organic, which competed with three agencies for the account, will
create a “mid seven-figure” online campaign, Deborah
Newman, vice president-marketing at Deja News, told Advertising Age.
Organic will also handle Deja News’ online media placement, previously
handled by Beyond Interactive in Mich.
Beyond reportedly participated in the review as
did two other, undisclosed agencies.
Newman, who joined Deja News in December from Music Boulevard is charged with
broadening the site’s appeal beyond the high-tech male user, the majority of
its audience to date, and “expand that to a general user,” Ad Age said.
Deja News claims 4 million unique users a month. Newman said she wanted to
consolidate media placement with creative, which had been handled with an
Austin-based
free-lancer.
Hala Makowska, vice president-managing director at Organic, was quoted as
saying that new ads are set to break in early May won’t just be “buying
banners and buttons, but coming up with custom units,” such as ads or
sponsorships that contain Deja News content, or ads placed
near search results. Other, traditional agencies will conduct an offline
campaign.
