Burnetts lands pounds 5m QXL business

Leo Burnett has scooped the pounds 5 million QXL account after beating WCRS and Delaney Lund Knox Warren to the business.

Leo Burnett has scooped the pounds 5 million QXL account after

beating WCRS and Delaney Lund Knox Warren to the business.



Burnetts’ brief is to strengthen the brand name of the online site as it

takes on traditional retailers as well as online rivals such as eBay and

Aucland in what has become a highly competitive sector.



The agency’s first task will be to create a major TV campaign for the

brand and its debut work is expected to break in June.



The win incorporates all of QXL’s offline advertising, including TV,

posters and press work. MCA previously handled the account.



QXL was the UK’s first online auction site and will be positioned as the

first place to look for online bargains. The company aims to be the

leading European blue-chip internet company over the next four

years.



Online advertising will be handled by Media21 and media buying will

remain with FrontLine Media.



QXL was the biggest spender on outdoor advertising in the third quarter

last year, spending about pounds 2.2 million on the medium after its

launch in October.



Nick Brien, the chief executive of Burnetts, said: ’This win is

recognition of Burnetts’ evolution from an agency famous for building

global brands in an analogue world to being able to achieve the same in

a digital world.



’It builds on the expertise that we have been developing on brands such

as Zoom and Sonera.’



QXL has been on an ambitious acquisition trail of late. Last month, the

company announced plans to acquire a majority stake in the Swedish net

auctioneer Bidlet, and last week it unveiled an exclusive partnership

with TescoNet, the supermarket chain’s internet service provider.



Topics