Lycos, the internet search engine and portal, has moved its media
planning and buying account out of MindShare and into BBJ.
Lycos, which is owned by Bertelsmann, spent pounds 4 million on
advertising in the UK last year, but is expected to increase its budget
to compete with Yahoo!, another leading search engine.
The appointment is effective immediately, and BBJ has already begun
BBJ is tight-lipped over the planned budgets, but media owner sources
have suggested that the annual spend could quadruple, with pounds 5
million placed in the first month alone, signalling a major offensive in
The agency will handle activity for the three brands operating under the
Lycos banner: the Lycos search engine, the Commundo internet service
provider, and Tripod, a home pages service.
While BBJ will handle the UK media planning and buying, the task in
Germany, France, Italy, Spain and the Netherlands will be handled by its
sister Aegis company, Carat. As a result of the win, Carat claims it is
the largest online planning organisation in Europe.
The appointment consolidates BBJ and Carat’s relationship with the
Bertelsmann Group, following their joint appointment to the music
division, BMG, in December last year.
Trista Grant, the managing director of BBJ, said: ’Lycos is a very
serious and confident player, and we are delighted to be working with
The agency is working to recover from last year’s blow of losing the
pounds 80 million Volkswagen Audi Group business in a centralisation to
MediaCom TMB. Last week, BBJ announced that Black Star, the online video
and DVD retailer with an adspend of pounds 6 million, is a new client.