Anna Barez to drive Lycos expansion

Internet search engine Lycos has promoted Anna Barez to the new role of sales director Europe and launched its first TV campaign in the UK.

Internet search engine Lycos has promoted Anna Barez to the new

role of sales director Europe and launched its first TV campaign in the

UK.



Barez adds the new post to her existing role as sales and marketing

manager for the UK and Ireland. ’This will enable me to promote Lycos to

clients as a platform for Europe, working with the sales teams in

individual countries. It will also create more pricing

transparency.’



As well as the UK, the company has sales offices in Germany, France,

Italy, Spain, the Netherlands and Sweden, handling local language

services across 13 countries.



Barez explained: ’Occasionally a client in France, for example, might

want to talk to somebody with a wider view, which I can provide. I will

also be monitoring developments in individual countries.’



Lycos is set to come up against competition in Europe from Alta

Vista.



The US-based search engine already has a popular German site and is

setting up operations across Europe, including in the UK and Ireland

(Campaign Media Business, 27 September).



However Barez did not expect Alta Vista’s expansion to present a

threat.



’This is an expanding market and there’s plenty of room.’



At the same time, Lycos is running its first UK TV campaign. The ads

were originally created by Bozell in the US, but have been adapted for

Europe by J. Walter Thompson. MindShare is handling media planning and

buying. The campaign is running across Channel 4, Channel 5 and Sky and

features a black Labrador with the endline: ’Your personal internet

guide’.



On 3 November, Lycos will stage its second annual internet advertising

conference at the Bloomberg Building in the City. The company is using

the event to present the results of its NOP survey into internet

usage.



’The research covers consumer attitudes towards brands, advertising,

products and services on the net,’ said Barez.



Speakers will include NOP deputy managing director Richard Jameson, Jim

Rose, the chief executive of online auctioneers QXL and Jason Goodman,

joint managing director of BMP Interaction, as well as Lycos UK managing

director Charles Walker. Ross Sleight, founder of the Zhong Consultancy,

will chair the conference.



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1 Job description: Digital marketing executive

Digital marketing executives oversee the online marketing strategy for their organisation. They plan and execute digital (including email) marketing campaigns and design, maintain and supply content for the organisation's website(s).