Excite and Procter & Gamble link to produce teen website

By MARK TUNGATE, campaignlive.co.uk, Monday, 31 January 2000 12:00AM

Excite and Procter & Gamble are targeting youth-oriented advertisers for a new website aimed at teenagers.

Excite and Procter & Gamble are targeting youth-oriented

advertisers for a new website aimed at teenagers.



P&G will also use the site to promote its own brands, which include

Clearasil and Sunny Delight.



P&G expressed an interest in becoming more involved in online activities

in 1998, when it staged a seminar in the US warning marketers that they

needed to wake up to the potential of the internet.



The as yet unnamed site will include interactive and ’chat’ elements.

Excite and P&G also hope to link up with other content providers.



Sales will be handled by Excite’s 12-strong team, headed by senior sales

director Rick Vorhaus and European sales director Dela Quist.



Evan Rudowski, vice-president and general manager of Excite Europe, said

he expected the site to have ’a strong commercial element’. ’It’s

difficult to prove, but we believe we already pull in more revenue in

the UK than anyone else on the web.’



He said P&G had wanted to work with Excite because of its high profile

among the target group. ’P&G’s brands resonate well with teens and the

site will provide something very different from what’s already on offer

in the UK. Most teenage sites tend to derive from the US.’



P&G’s range of more than 300 brands includes Max Factor, Pantene and

Pringles.



This article was first published on campaignlive.co.uk

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