By MARK TUNGATE, campaignlive.co.uk, Monday, 08 May 2000 12:00AM
Total Media is to handle planning and buying for online gaming
company WON.net and Microsoft’s Cambridge-based WAP and speech
The agency scooped the WON.net account after a competitive pitch
involving two unnamed rivals. The business is worth pounds 1.5
Established in the US in 1998, WON.net enables internet users to engage
in virtual battle in a variety of games, from chess to football, with
up-to-the-minute graphics. The company stresses it does not sell games,
but ’is solely concerned with providing quick, easy and free access to
In September, it will merge with another games site, Prize Central, when
it will be rebranded Flipside.com. Total Media is handling media
planning and buying for the UK launch and the rebranding. Creative is by
Gayal, the Paris-based agency that handled the website’s launch in
Total Media joint managing director Guy Sellers said the strategy would
consist of an initial ’serious, heavyweight online campaign’, followed
by offline work. ’Our expertise in both the online and offline areas
appealed to the client,’ Sellers commented. He added: ’In the past year
we have positioned ourselves as an agency geared specifically to helping
launch clients in the UK, who are looking for a combination of on- and
The account director on the business will be Nigel Potter, while Nick
Adams is account manager.
Meanwhile, Microsoft has appointed the agency to handle planning and
buying for its new WAP and speech recognition divisions.
Microsoft acquired the two companies, formerly called STNC and Entropic,
last year. Total Media is using local press and poster sites to promote
the units’ presence in Cambridge and to attract recruits. ’Basically,
we’ll be launching them in the Cambridge area, which is becoming known
as Silicon Fen,’ said Sellers.
Agency director Annie Lambert will head the business. Sophia Gemson will
assist her as account handler.
Total Media has won new business worth pounds 5 million since the
beginning of the year. The Kensington-based agency has been appointed by
Holiday Autos, PolicyPlus, the National Gallery, Octopus Publishing and
the Royal Garden Hotel.
This article was first published on campaignlive.co.uk