Current Active Ingredient Campaign Delivers Over 340 Million Online Impressions To Date
New York, NY — October 28, 2002 The Interactive Advertising Bureau (IAB) the leading voice of the interactive advertising and marketing industry, has named Euro RSCG MVBMS Partners as agency of record for the IAB’s Interactive Branding Campaign (IBC).
The IBC campaign is a pro bono effort by the interactive advertising and marketing industry, with all ad inventory and services being donated by the industry, for the industry. The estimated value of the donated ad inventory and services is upwards of $5 million. Euro RSCG MVBMS succeeds Stein Rogan + Partners who conducted market research and developed the strategy, positioning and initial creative execution for a campaign currently underway entitled “Interactive: It’s the Active Ingredient.” That campaign launched in July 2002 and to date has delivered over 340 million online impressions along with full page ads in Forbes, Media and The Wall Street Journal.
“The truth is that this campaign, from conception to creative to implementation, would not have been possible without Stein Rogan + Partners, and the absolutely knock-out work they have done for the IAB and the interactive industry. We owe a debt of gratitude to them, and especially Tom Stein,” said Greg Stuart, President & CEO of the IAB. “As we have noted, the entire campaign is a pro bono effort by the industry, and to ask Stein Rogan + Partners to continue to donate their resources for the full year of the effort is simply unfair. Over the life of the IBC, we will endeavor to bring new players into the mix so that we can share the work among all the best in the business, and continuously refresh the overall effort.”
Stuart also noted, “Euro RSCG MVBMS Partners brings a richness of resources based on their position as a large integrated global agency. We look forward to their creative and strategic collaboration in furthering the IAB’s mission.”
In approaching the IBC, Euro RSCG MVBMS will employ its exclusive Creative Business Ideas ™ concept. A multi-disciplinary team, comprised of experts in advertising, interactive, direct marketing, public relations, promotions and management consulting, all work together to assess the goals of the IAB and generate the Creative Business Idea (CBI) for the IAB.
“We were eager to partner with the IAB on this campaign because the IAB mission is closely allied with our agency’s mission – to further the marketing industry’s understanding of the value of completely integrated thinking,” said Ron Berger, CEO, Euro RSCG MVBMS Partners. “We have completely reinvented ourselves with the alignment of multiple agencies into one marketing agency under one P&L. We believe that this generates truly revolutionary campaigns that go well beyond traditional advertising, and we intend to aid the IAB in meeting its objectives by showing how interactive works best – created in synch with an overall message and brand.”
Companies who have contributed their media and other assets to the Interactive Branding Campaign include: 24/7 Real Media, About.com, Ad4Ever, Adweek, AOL/Time Warner, Atlas DMT, B2B Works, Boston.com, Cleveland.com, CNET Networks, Collabrys, CondeNet, DoubleClick, Dynamic Logic, eBay, The Excite Network, Eyeblaster, Forbes.com, IGN, InsightExpress, iVillage, Inc., Kaon Interactive, Lightningcast, Media News Group, MSN, NAA-Newspaper Association of America, New York Times Digital, Real Networks, Sportsline.com, Stein Rogan + Partners, Underscore Marketing, Unicast, Viewpoint, The Wall Street Journal Online, The Walt Disney Internet Group, Washingtonpost.Newsweek Interactive and Yahoo!
About Euro RSCG MVBMS Partners
Euro RSCG MVBMS Partners is based in New York, with offices and operating units in San Francisco, Berwyn (Pennsylvania), Westport and Wilton (Connecticut), Boston, Washington, D.C., Mineola (New York), Amsterdam, London, and Paris. The agency provides integrated solutions for some of the world’s most forward-thinking companies, including Intel Corporation, Nestlé, Reuters, Schering-Plough, VeriSign, and Volvo. Its clients are leaders in virtually all major categories, from fashion to financial services, technology to health sciences.
Euro RSCG Worldwide, one of the world’s five largest integrated marketing communications agencies, is made up of 233 offices located in 75 countries throughout Europe, North America, Latin America, and Asia Pacific. Euro RSCG provides advertising, marketing services, corporate communications, and interactive solutions to global, regional and local clients. The agency’s client roster includes Air France, Credit Suisse Group, Danone Group, Intel Corporation, LVMH Louis Vuitton, MCI, Reckitt Benckiser, Volvo, and Yahoo! Headquartered in New York, Euro RSCG Worldwide is the largest unit of Havas, the world’s sixth-largest communications group (NASDAQ: HAVS – Euronext Paris SA: HAV.PA).
About the IAB
Founded in 1996, the Interactive Advertising Bureau (IAB) is the leading interactive advertising association and represents companies responsible for selling over 75% of online advertising in the United States, including; AOL, CNET, MSN, Overture Services, Walt Disney Internet Group, Yahoo, and over one hundred others. Its activities include evaluating and recommending standards and practices, fielding research to document the effectiveness of the interactive medium and educating the advertising industry about the use of interactive advertising. Membership includes companies that are actively engaged in, and support the sale of interactive advertising.
Marla Nitke IAB