Nicholson NY said that it was named interactive agency of record for Encyclopaedia Britannica Inc.’s new eBLAST Web navigation service.
The agency said it will operate as a strategic partner responsible for helping
to develop an audience for the new service and shepherding the 230-year-old
brand into the new digital
marketplace. The effort will include creating, managing and measuring the
effectiveness of online marketing communications. Billings were not disclosed.
eBLAST is described as “the thinking person’s guide to the Web,” with a
directory of more than 130,000 sites that have been selected by Britannica’s
editors for their quality and usefulness. The free service also offers a forum
for writers and thinkers to help create a dynamic site where users will find
fresh perspectives on new media and their effects on all aspects of life.
“This is exactly the type of strategic assignment Nicholson is designed for,”
said Jennifer Friedberg, senior vice president, marketing and business
development at Nicholson NY. “It draws upon our ability to bring brands onto
the Internet and to build businesses online through smart marketing.”
“eBLAST is an important step in redefining the role of Britannica in the
digital age,” said Joan Julian, vice president for online services at Encyclopaedia Britannica. “Nicholson clearly understands our brand, knows the competition
and offers the strategic, creative and analytical services we need to make
eBLAST a successful destination for knowledge seekers on the Internet.”
Nicholson said it plans first to use broad-reach vehicles like large search
engines to create awareness of the site and to then drill down into narrower
audience segments. Communications will become increasingly targeted. Marketing
will initially consist of banner advertising and will likely move to narrower
and deeper approaches as the market is identified. Likely segments include
teachers, students, researchers, parents with kids online, senior citizens and
passionate hobbyists.
