Leagas nets pounds 70m European Lycos job

By FRANCESCA NEWLAND, campaignlive.co.uk, Friday, 28 April 2000 12:00AM

Lycos, one of the fastest-growing internet portals, is understood to have hired Leagas Delaney to handle its estimated pounds 70 million advertising account across Europe.

Lycos, one of the fastest-growing internet portals, is understood

to have hired Leagas Delaney to handle its estimated pounds 70 million

advertising account across Europe.



The account is thought to include all of Lycos’s operations, which

include the Lycos search engine, HotBot, Comundo, Tripod, Quote.com,

Wired News and others. Some of the subsidiaries are local and it is

believed that Leagas Delaney’s brief is to support them as they enter

new European markets.



The agency is believed to have pitched against Jung von Matt to secure

the account. The main incumbent is J. Walter Thompson’s German

agency.



It is understood that Leagas Delaney has already worked on a secret

project for Lycos in Germany.



The company launched in Europe last September. In the UK it used

advertising developed by Lycos’ US agency, Bozell. The ads featured a

black labrador fetching objects as a metaphor for the search engine

function.



Carat Interactive will retain the on- and offline media account across

Europe. BBJ handles offline planning and buying in the UK.



The company, which in Europe is a 50/50 joint venture between Lycos

North America and Bertelsmann, floated on the German Stock Exchange a

month ago.



Lycos’s search engines, chat rooms, e-mail, online shopping, news

auctions and home pages receive 31 million visits a month. Almost 70 per

cent of its revenue comes from advertising but it also makes money

through e-commerce deals.



Leagas Delaney refused to comment on the hiring.



This article was first published on campaignlive.co.uk

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