Community Web site company sixdegrees has begun its first formal
advertising agency review, hiring agency consultant Pile and Co.
Pile has worked with sixdegrees to develop agency selection criteria and is
in the process of contacting a number of agencies that meet the criteria to
determine interest. The review will consist of capabilities presentations and
a brand strategy assignment for three the finalist agencies. sixdegrees said
it expects to name an agency by mid-October.
The $6 million advertising assignment, which will include both
online and off-line media, will involve the creation and implementation of a
brand building and membership acquisition campaign.
“In selecting an agency consultant, we were looking for a partner with a
demonstrated reputation in the industry and an established, proven selection
process,” said sixdegrees Marketing Director Nicole Berlyn. “We were
impressed with Pile and Company’s experience in the field and impeccable
references.”
Pile has managed more than 350 advertising, public relations, direct
marketing and interactive agency reviews over its 13-year history.
sixdegrees claims more than 2.7 million members in over 165 countries.
Members use proprietary sixdegrees tools, including personalized bulletin
boards, special interest groups, live chat rooms, people search tools and a
services marketplace, to interact and transact with each other.