Snap!, the directory, search and navigation service jointly owned and operated by CNET Inc. and NBC, selected Saatchi & Saatchi as agency of record.
Saatchi & Saatchi will develop Snap!’s brand awareness consumer marketing
campaign, set to launch later this fall. The campaign will include advertising
and promotion in multiple media, including promotion on the NBC television
network, and will be designed will position Snap! at the forefront of the
convergence of television and the Internet. Billings were not disclosed.
Saatchi was one of three finalists for the account after a bi-coastal search.
Saatchi was selected because of its cutting-edge ideas for targeting the
large, untapped pool of potential consumers for the Snap! service, the
company said.
“Through network television promotion and advertising in other media, we
are planning to build Snap! into a brand name that stands for the Internet for
tens of millions of people,” said Edmond Sanctis, Snap!’s chief operating
officer. “We’re confident that Saatchi’s strategic and creative direction will
enable us to achieve our objectives in record time.”
The Snap! service, which launched in September, 1997, is marketed
primarily to Web users through public relations and online promotions on the
CNET network of Web sites, and CNET television programs. In June, CNET and NBC
formed a joint venture to operate the “Snap!” Internet service, marking the
first entry of a major media company and broadcast network into the Internet
directory and search services business.