MGM campaign to raise awareness of Funmail service

Manning Gottlieb Media is thrashing out a media plan for Funmail, the free web-based e-mail service, after picking up the account at Christmas.

Manning Gottlieb Media is thrashing out a media plan for Funmail,

the free web-based e-mail service, after picking up the account at

Christmas.



The agency has been handed an initial pounds 1 million for the first

stage of the media campaign, which will start in the spring.



MGM is looking at the ’whole gamut’ of media - from outdoor through to

national press and consumer magazines - according to Funmail’s managing

director Graham Goodkind.



This is the first time Funmail has considered advertising. ’Funmail has

a following among younger consumers but our awareness level is not

massive,’ Goodkind said. ’We need to broaden our appeal to attract

consumers up to the age of 35.’



Goodkind said he, MGM and Funmail’s marketing consultancy Branded, are

planning a range of unusual media stunts.



’We won’t ignore the conventional media but there’ll be a few things

you’ve never seen before,’ he promised.



MGM has lined up a team for Funmail consisting of Geoff Gray, who has

just been promoted from communications manager to associate director,

and non-broadcast planner/buyers Stuart Whitehead and Zoe Bale.



Paul Knight, who has been promoted from TV group manager to associate

director, and TV planner/buyer Katie Lane are also on hand if MGM

decides to opt for a television ad push.



Funmail allows users to choose an e-mail address with their names on

both the left- and right-hand sides of the ’@’ sign.



The company began the search for an agency at the end of last year

(Media Business, 1 November).



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