Mezzina/Brown has been selected by Real Media as its off-line advertising
agency beating out DeVito/Verdi, Hanft Byrne Raboy & Partners and Stein Rogan
& Partners.
Billings for the account are expected to be in the $2 million to $3 million
range.
Real Media, which runs an Internet advertising network of 570 local Web sites
(mostly newspaper sites) within the U.S. and around the world, will continue
to using Lot 21 as its interactive agency and strategic consulting partner.
Targeting the advertising industry itself, Mezzina/Brown will assist in the
positioning and branding of Real Media’s global ad network.
“Real Media is unique it its ability to deliver virtually global reach to its
advertising clients,” said Bill Brown, president of Mezzina/Brown. “We want
to fix that ability in the minds of global brand mangers as we educate them
on the superior demographics of people who access the Internet through their
local newspaper sites.”
“Mezzina/Brown was selected based on their understanding of our brand and the
way our target audience thinks,” said Real Media vice president of marketing
Scott Kerr.
Real Media’s relationship with M&C Saatchi, which started a year ago, was
terminated last spring.
Mezzina/Brown clients include ArtistDirect, Goldman Sachs, Intel, The
Washington Post Co. and Wit Capital.
Real Media also markets its Open Ad Stream ad server, which it says is used
by more than 5,000 Web sites to serve more than 4 billion online ads each
month.
