AltaVista was expected to award its
planned $50 million-plus branding campaign to Wieden & Kennedy, according to
published reports.
W&K would be the Internet search site’s first agency of record, handling
AltaVista’s initial branding effort that will include TV, print, radio,
outdoor and online advertising, according to Advertising Age. W&K is known for its “Just
Do It” Nike campaign.
Spending for the campaign, which breaks in the U.S. in late fall and
internationally shortly thereafter, ultimately could reach $100 million
annually, AdAge said.
Wieden is opening an office in Palo Alto, Calif. specifically to handle the
AltaVista account; Wieden staffers in Portland and Palo Alto will manage
creative work, which President Dan Wieden will head. The agency’s New York
office will handle media buying, while the Amsterdam, London and Tokyo
offices will manage the
campaign outside the U.S.
“We believe [Wieden] is really legendary at getting at the heart and soul of
a brand,” Charles Rashall, AltaVista vice president of sales and marketing,
was quoted as saying. DDB NeedhamWorldwide was the only other
agency presenting in the final round, AdAge said.
Rashall was quoted as saying that CMGI, a Web holding company that’s buying
83 percent of AltaVista from Compaq Computer for $2.3 billion, supports the
choice of W&K.