Malcolm Moore set to develop initiative for UpMyStreet.com

By JADE GARRETT, campaignlive.co.uk, Friday, 04 August 2000 12:00AM

Malcolm Moore Deakin Blayze has picked up the pounds 3 million account for UpMyStreet.com, the online local information service.

Malcolm Moore Deakin Blayze has picked up the pounds 3 million

account for UpMyStreet.com, the online local information service.



The agency pitched against three other shops in a review that was

handled through the AAR.



Malcolm Moore is likely to launch a press and poster campaign in the

late autumn that will roll out to national TV. The aim will be to create

advertising that will appeal to the masses, in line with what the site

has to offer.



’UpMyStreet is about delivering unbiased quality information to the

community,’ Mohammed Raja, the head of marketing at UpMyStreet,

said.



’We have built an identifiable brand without advertising - we can now

take our communications to the next level.’



The site allows people to extract information by using a postcode-driven

database to find property prices, schools, councils and local

amenities.



The company plans to deliver its web content to digital, WAP and paper

channels over the next 12 months. The site was backed with first-round

financing of pounds 12 million from News International and Continuation

Investments.



’UpMyStreet is one of the most visited sites on the web,’ Graham Deakin,

the managing director at Malcolm Moore, claimed. ’This is one site where

the product is better than the promise.’



The company has also selected a shortlist of agencies to pitch for the

media planning and buying business.



This article was first published on campaignlive.co.uk

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