Y&R 2.1, Young & Rubicam‘s new agency, on
Friday boasted of landing four new accounts for dot-com companies — Harrods.com, Mall.com, Global Digital Media.com, and
Capital Thinking.
Spending for the new clients is expected to total around $60 million.
Young & Rubicam started the new agency in December, citing the need to
integrate online and offline marketing efforts and send a consistent brand
message across all possible channels.
That vision, along with Young & Rubicam’s reputation in traditional
advertising, apparently impressed the new clients. Harrods.com is the
online arm of the venerable London department store.
Mall.com aims to be a
one-stop shopping and entertainment destination. Global Digital Media is
building a network of plasma screens to advertise to travelers in airports.
Capital Thinking is an Internet-based mortgage marketplace, which plans to
launch in March.
“We’re thrilled to partner with so many strong and growing brands during
our first 60 days of business,” says David Sable of Y&R 2.1.
“Our novel approach is to collaborate intensively with clients in order to
accelerate a process that focuses first on conceiving a big idea that
leverages the dynamics of the interactive space into a differentiated and
relevant position for the brand. This idea informs our recommendations
regarding the tactics and the mix of channels and that, in turn, informs
the creative executions.”
