BCA books Profero for pounds 1m online campaign

Profero, the online planning/buying company, has picked up a new pounds 1 million planning and buying brief from Book Club Associates.

Profero, the online planning/buying company, has picked up a new

pounds 1 million planning and buying brief from Book Club

Associates.



The campaign is for BCA’s online arm BCA Interactive and will run until

June. Profero has been briefed by Torsten Schuppe, head of business

development at BCA Interactive, to build online awareness of BCA’s book

and software clubs.



The BCA launched a raft of online clubs last year. They include Quality

Paperbacks Direct, Home Software World and Escape Travel Club.



Daniel Estrin, agency head of buying, senior account manager Matt

Sunderland and account executive Laura Albery have begun selecting a

number of internet portals, ISP’s and niche titles for the advertising

campaign.



The team are also talking to new-media owners about network deals with

BCA.



’We will be concentrating on generating the highest possible conversion

of new BCA members from the strategies we have devised,’ said

Estrin.



Profero, which also handles creative online advertising briefs, has

designed a new banner for the campaign.



BCA came third in a table of the UK’s top 20 advertisers compiled by

Marketing earlier this month.



It spends the majority of its advertising budget on direct mail

campaigns.



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