'Tis the season for eToys' $20 million blitz

Article Abstract:

EToys, the online retailer, is set to launch a lavish $20 million TV and print ad campaign designed to set it apart from rivals in an increasingly competitive market. The price for the ad campaign comes to almost 70% of the firm's total revenue for 1998, and about 16% of its estimated 1999 revenue. The ad campaign promotes the idea that eToys' exclusive focus on kids makes it the best-qualified to serve the needs of parents. EToys wants to position itself as the brand that is the parent's ally. The earnest tone of the ads is a sharp departure from that of most 'dot.com' ads which tend to be flippant if not caustic. Publicis and Hal Riney of San Francisco produced the ads, which focus on the parent and child as they share a special moment, and strive to communicate what differentiates eToys as a brand.

Advertising, Hobby, Toy & Games Stores, Hobby, Toy, and Game Stores, Hobby, toy, and game shops, Analysis, Online shopping, Advertising campaigns, Toy stores, eToys Inc., Publicis and Hal Riney

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Reuters reinvents itself as an Internet news provider; web business is booming, raising public profile of venerable wire service

Article Abstract:

The 150-year-old Reuters Group PLC sells news to over 200 Internet sites, claiming that 55% of its U.S. profit came from World Wide Web publishing. The company strategy was to flood the Web with Reuters news wires on as many sites that wanted the service, leaving maintenance to the other Web operators, such as Yahoo, New York Times and Dow Jones. Reuters charges the Web site a basic fee and also receives revenue from advertising, as well as fees from visitors clicking onto its stories and photos. Reuters also buys stakes in some Web operators, such as Yahoo, SportsLine, Infoseek and StarMedia Network.

United Kingdom, Services development, News syndicates, News Syndicates & Wire Svcs, Management, Services, Internet, Internet/Web technology application, Technology application, News agencies, Company services, Reuters Group PLC, Nibley, Andrew M., Reuters NewMedia International

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Some ads in Europe refer to the war

Article Abstract:

Agence Opera, in search of a high impact promotion, has created an ad for Dunlopillo, a mattress-maker with the slogan 'Make Love Not War,' and Amsterdam agency StrawberryFrog uses light touches in reflection of war as a way to break from reality. U.S. companies have not only pulled ads during part of war coverage, but they will remain neutral from politics.

Europe, Netherlands, France, Contracts & orders received, Agencies, Contracts & orders let, Psychological aspects, Contracts, Portrayals, Contract agreement, Wars, War, Peace movements, Iraq War, 2003-, StrawberryFrog, Agence Opera

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