The Motley Fool, the US’s leading financial website, has appointed
the strategic communications consultancy, Michaelides & Bednash, to
handle its UK and European brand strategy.
M&B has been given a brief to develop creative and distinctive
communication ideas to make the Motley Fool site stand out from the
increasing clutter of dotcom advertising.
The online financial adviser is already scoring more than 6.4 million
page views in the UK each month and claims to have been doubling in size
every month since its launch. However, it is keen to build on this base
with an active UK push - its first in this market.
The company is understood to be spending around dollars 6 million
advertising its product in the US and will work with M&B to formulate an
approach tailored to the UK.
Graham Bednash, a managing partner at M&B, said: ’The classic models of
advertising are not working so well for dotcom advertisers. There’s too
much clutter in traditional above-the-line media.’