Intellagencia.com is a new online facility powered by the BRAD
group and it aims to deliver information, analysis and reference tools
to the UK and European advertising and marketing community.
The site functions as a front-end portal for products including Media
and Marketing Europe, BRAD, BRADnet, Apollo, ALF, Genesis, Genesis
France, LENA and Marketing Moves. The business-to-business website also
has a recruitment section for the market, and allows subscribers to
access industry news and archives.
The BRAD group has had a number of its services online for quite some
time, but the launch of Intelligencia.com sees the introduction of a new
front-end brand for all of the different products. The data on the site
is telephone verified every four to six weeks.
Site characteristics The navigation on the site seems pretty simple.
However, the different product portals are basically put together in
terms of their design - they're not very pleasing to the eye and are
desperately in need of a makeover.
Target audience The site is aimed at media planners and buyers,
advertising agencies and most people working in the media.
Funding The venture is backed and owned by the BRAD group.
Marketing An advertising campaign in the trade press is expected to run
over the next couple of weeks to accompany the official launch of the
portal. The campaign is expected to launch at the end of the month, on a
bi-weekly basis, for a three- to five-month period.
Intellagencia.com will also be investing in direct mail targeting key
industry personnel. The site also has an online agreement with
Mediaguardian.co.uk, and is expected to reveal other content agreements
in the near future.
Competitors Intellagencia.com is competing with a number of the online
media platforms, such as Mediatel.co.uk, Adazzle and
Optimad-Imediapoint, whose sites are superior in terms of design,
although their functionality varies.
THE YEAR AHEAD
The main challenge will be in establishing intellagencia.com as a
separate brand online from BRAD, but obviously the data's credibility is