J. Walter Thompson lands launch brief for internet service

A new IBM backed venture that aims to be the first global directory of businesses on the internet has appointed J. Walter Thompson to handle its pounds 8 million brand development and launch in the UK.

A new IBM backed venture that aims to be the first global directory

of businesses on the internet has appointed J. Walter Thompson to handle

its pounds 8 million brand development and launch in the UK.



Online Web Services is the brainchild of two entrepreneurs, Ken Jones

and Jane Couchman, who have enlisted the help of both IBM and Mercury

Internet in the venture.



The directory aims to list all companies, from the small fish and chip

shop to the large manufacturing conglomerate, by carving up each country

and region into franchises.



Each franchisee will be responsible for gathering the address and

contact details of all businesses in their area, regardless of whether

they are on the internet or have an e-mail address.



The data will flow, via IBM, into a giant database that will launch in

the UK by the end of the year.



The database, which will roll out worldwide next year, will be the first

complete list of e-mail addresses. These are currently only held

separately by each internet service provider.



Mark Robinson, JWT’s marketing manager, who worked with the director in

charge, Kate Bruges, to secure the business, said: ’It will render all

existing databases obsolete. The current search engine system at best

trawls only a fraction - say 15 per cent - of the estimated 60 million

businesses worldwide. The E-Directory will change all that.’



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1 Job description: Digital marketing executive

Digital marketing executives oversee the online marketing strategy for their organisation. They plan and execute digital (including email) marketing campaigns and design, maintain and supply content for the organisation's website(s).