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
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
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
’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.