IAR Bits and Bytes

MSN Launches “Bridget Jones” Work

MSN has launched a campaign for Miramax’s release of the film “Bridget Jones,” involving ad placements and tie-ins throughout the network.

In addition to hosting the trailer, banner ads and sweepstakes, MSN’s “Bridget Jones” promotion borrows relevant content from partners and properties — like “How Bridget Are You?” from MSN’s Love & Relationship Channel, and e-commerce opportunities (“the Bridget Marketplace”) from MSN eShop.

A chat with actor Hugh Grant, who appears in the film, also was promoted across MSN Entertainment and Love & Relationships, while users of MSN Music can listen to portions of movie’s soundtrack.

The special “Bridget Jones” features were also promoted in relevant newsletters. A shopping newsletter, for instance, highlighted the Bridget Marketplace.

MSN didn’t disclose the spending on the campaign, but it did say that its leveraging of cross-channel and contextual elements is indicative of the services it can offer advertisers.

Leading Web Advertisers Nabs $5 Million in VC

Leading Web Advertisers Monday announced that it will be taking home $5 million in financing from a host of venture capitalists.

The New York-based competitive intelligence firm landed second round financing from Coqui Capital Partners, FdG, Milestone Venture Partners, and Spinner Asset Management’s Global Technology Fund.

LWA’s technology analyzes more than 4,000 sites and Internet properties, including America Online, with an eye to providing real-time information on ad campaigns. The company said the funds have been earmarked to help it expand its product line, to expand abroad, and for marketing efforts.

Financial terms of the deal were not disclosed.

Winstar Interactive Cuts Staff

Following the layoffs announced by its parent, broadband provider Winstar, New York-based site representation firm Winstar Interactive will slim down as well, according to a spokesperson for the firm.

The company will trim about 12 of its 32 positions, in cuts that are primarily focused on reducing support and marketing staff.

The layoffs didn’t affect the firm’s sales teams, according to the spokesperson. The company represents Web properties with well-known (often offline) brands — like Fodors.com, Bloomberg.com, and Kiplinger.com.

Wells Fargo Taps Mediaplex

San Francisco-based online advertising firm Mediaplex has a new client: financial transactions giant Wells Fargo.

Wells Fargo will use Mediaplex’s technology to create and update banner ads and e-mails marketing messages. As a result, Wells Fargo will be able to swap out creatives (for instance, to optimize) and to segment existing or potential customers. The company also will use Mediaplex’s near-real time reporting system.

Media Vets Create Outsourced Web Marketing Firm

A new firm aims to take over where the flagging ad industry seems to be failing for the moment: to help online media firms boost their revenue and market value.

The key? Newly formed Interactive Revenue Company aims to provide outsourced solutions for business development, sales, marketing and technology.

The company said its services include sales force reorganization and training; producing sales tools (like presentations); providing market research; offering technology recommendations and implementation; striking strategic partnerships; and tracking down venture capital.

Interevco’s clients include Mezzina Brown Interactive, eUniverse.com and Plastic.com. The firm is headed by Paul DeBraccio, who lead sales teams at Hachette-Filipacci and Condi Nast, and Patricia Clark, who handled sales at Hearst, Hachette and Meredith.

Both also have interactive marketing experience: DeBraccio built advertising, marketing, and PR teams for GeoCities, Tripod, and Uproar, while Clark launched eastern sales forces for OnHealth, TalkCity, and HalfThePlanet.

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