New PHD is to handle media for Scandinavian e-commerce site
Letsbuyit.com, as part of a pounds 62 million global brief handed to its
sister creative agency Abbott Mead Vickers BBDO.
New PHD and the OMD network will handle the business in all markets
outside Germany, Switzerland and Austria, where Carat is already in
place. At New PHD, media director Laura James will handle the
Letsbuyit.com’s global marketing director Soames Hines said the bulk of
media spend would initially be on TV, ’with high levels of reach and
frequency to drive people to the site’. This would be complemented by
outdoor activity. The next phase will be radio, direct marketing and
’The job of the campaign is simply to explain what we have to offer,’
Hines said. ’Many dotcom advertisers seem to be disappearing up their
own backsides by trying to be too clever.’
Letsbuyit.com has pioneered ’co-buying’, whereby consumers club together
to drive down prices for goods by buying them in bulk. Based in Sweden,
the site launched in mid-1999 and is now live in ten countries.
New PHD’s joint managing director Morag Blazey said that in a market
crowded with dotcom launches, Letsbuyit. com was a genuinely prestigious
piece of business.