IAB plans online advertising advertising campaign

The first wave of the integrated campaign will appear in print, outdoor and online publications, with a number of IAB members donating ad space, including Yahoo!, MSN, AOL, The New York Times, and The Wall Street Journal Online.

The seven-month campaign will highlight successful case studies on companies that have used online advertising to increase brand awareness, and feature their marketing executives as "superheros".

The first two "superheroes" are Cammie Dunaway, VP and general manager of marketing for Frito-Lay, which used the company's spend on a Super Bowl spot for online promotions, and Phil Bienert, manager of CRM and e-business for Volvo Cars of North America, who launched the VolvoS60 online in September 2000. Dunaway's move is said to have improved Doritos sales by 5%, while the Volvo launch is reported to have generated a 350% return on investment.

The campaign, designed by Euro RSCG MVBMS Partners, will additionally feature email marketing, event and public relations strategies. All elements of the campaign, from the design to the placements, were donated.

The UK's IAB said that it is also working on an advertising campaign to boost its profile, though said it would be packaged differently to the US campaign, and that it is still working on the dates and final creatives. It is also planning a UK road show later this year, following a seven-month road show recently completed in the US.



19 May 2003:

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