Ananova entices four agencies to compete for her planning brief

MindShare, Western International, Starcom Motive and Michaelides & Bednash have been lined up to court Ananova - the Press Association’s much-hyped virtual newsreader.

MindShare, Western International, Starcom Motive and Michaelides &

Bednash have been lined up to court Ananova - the Press Association’s

much-hyped virtual newsreader.



The agencies will attend credentials meetings after Easter, leading to a

pitch for the strategic planning account surrounding a promotional

campaign for the character. Media buying will be awarded separately at a

later date.



The consumer campaign for the animated character - who bears a strong

resemblance to Posh Spice - will involve a spend of ’a little more than

pounds 10 million’ in the first year, with the majority spent on the

launch.



Four creative agencies have also been shortlisted to ensure the

green-haired character becomes a virtual celebrity.



A source within the Ananova company - a rebranded and soon to be

spun-off arm of PA New Media - said the campaign will aim to generate

awareness and ’much more’.



Meanwhile, an agency source said the media requirement was a broad

one.



’PA wants advice on how to position Ananova and on the complete

communications strategy - including which channels to use,’ he said.



Ananova will be used primarily to front PA’s real-time news site,

reading out personalised information according to users’ preferences.

But a host of other commercial uses could follow.



Animated characters are expected to become a popular device as they lend

a ’human’ face to digital services.



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