M&C Saatchi lands .xxx sex site ad task

ICM Registry, the US company behind the new .xxx domain name for pornography sites, has appointed M&C Saatchi to handle a global advertising account.

ICM Registry...appointed M&C Saatchi
ICM Registry...appointed M&C Saatchi

M&C Saatchi won the business after a competitive pitch against four undisclosed London and US agencies.

The agency will be responsible for increasing responsibility among the adult industry through a campaign in the US and UK in January. It will then roll out a consumer campaign next year to raise awareness of the new domain.

In a bid to increase trust in the industry, providers of pornography sites wishing to use the .xxx domain will have to sign up to ICM’s best-practice guidelines that include anti-child pornography safeguards.

The creation of a dedicated online space has divided opinion in the adult industry, amid fears that conservative US Congress members will lobby to make any pornographic website, re-register and remove themselves from other more conventional domains such as .com.

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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).

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