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
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.