M&B to raise Motley Fool’s profile

Leading US financial website, The Motley Fool, is looking to boost its media presence without getting lost in the crowd of dotcoms that are buying the traditional mix of media.

Leading US financial website, The Motley Fool, is looking to boost

its media presence without getting lost in the crowd of dotcoms that are

buying the traditional mix of media.



The site has appointed strategic communications consultancy Michaelides

& Bednash to come up with a UK and European brand strategy.



Rather than simply recommending they spend their media budget on the

usual radio, TV, press or outdoor advertising blitz, it looks likely

that M&B will advise a more radical strategy.



’It could be anything from producing a TV show to creating a new

magazine,’ said Graham Bednash. ’But we certainly don’t want Motley Fool

to get boxed in with all the other online brands.



’There’s a lot of clutter out there at the moment,’ Bednash added. ’As a

consequence, the classic models of advertising are not working so well

for the online advertisers. These companies don’t have huge budgets so

they try to resort to old media and make a lot of noise by being

provocative. Look at the US, everyone has simply tried to be more

provocative than the last person and that is very much a zero-sum

game.’



Motley Fool is already scoring over 6.4 million page-views per month in

Britain, and claims to have doubled in size every month since its UK

launch in 1998. But it is now keen to make a promotional push into the

UK market.



The company spends around dollars 6 million a year in the US, but spend

in Europe will depend on M&B’s recommendations, which are due to be

presented to Motley Fool in three months.



Motley Fool aims to make personal finance fun by challenging

conventional industry wisdom. The company also develops related content

on other media platforms, including a regular column in The Independent

on Sunday and market reports on the BBC’s World Service.



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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).