Lycos, one of the fastest-growing internet portals, is understood
to have hired Leagas Delaney to handle its estimated pounds 70 million
advertising account across Europe.
The account is thought to include all of Lycos’s operations, which
include the Lycos search engine, HotBot, Comundo, Tripod, Quote.com,
Wired News and others. Some of the subsidiaries are local and it is
believed that Leagas Delaney’s brief is to support them as they enter
new European markets.
The agency is believed to have pitched against Jung von Matt to secure
the account. The main incumbent is J. Walter Thompson’s German
It is understood that Leagas Delaney has already worked on a secret
project for Lycos in Germany.
The company launched in Europe last September. In the UK it used
advertising developed by Lycos’ US agency, Bozell. The ads featured a
black labrador fetching objects as a metaphor for the search engine
Carat Interactive will retain the on- and offline media account across
Europe. BBJ handles offline planning and buying in the UK.
The company, which in Europe is a 50/50 joint venture between Lycos
North America and Bertelsmann, floated on the German Stock Exchange a
Lycos’s search engines, chat rooms, e-mail, online shopping, news
auctions and home pages receive 31 million visits a month. Almost 70 per
cent of its revenue comes from advertising but it also makes money
through e-commerce deals.
Leagas Delaney refused to comment on the hiring.