Internet search engine Lycos has promoted Anna Barez to the new
role of sales director Europe and launched its first TV campaign in the
UK.
Barez adds the new post to her existing role as sales and marketing
manager for the UK and Ireland. ’This will enable me to promote Lycos to
clients as a platform for Europe, working with the sales teams in
individual countries. It will also create more pricing
transparency.’
As well as the UK, the company has sales offices in Germany, France,
Italy, Spain, the Netherlands and Sweden, handling local language
services across 13 countries.
Barez explained: ’Occasionally a client in France, for example, might
want to talk to somebody with a wider view, which I can provide. I will
also be monitoring developments in individual countries.’
Lycos is set to come up against competition in Europe from Alta
Vista.
The US-based search engine already has a popular German site and is
setting up operations across Europe, including in the UK and Ireland
(Campaign Media Business, 27 September).
However Barez did not expect Alta Vista’s expansion to present a
threat.
’This is an expanding market and there’s plenty of room.’
At the same time, Lycos is running its first UK TV campaign. The ads
were originally created by Bozell in the US, but have been adapted for
Europe by J. Walter Thompson. MindShare is handling media planning and
buying. The campaign is running across Channel 4, Channel 5 and Sky and
features a black Labrador with the endline: ’Your personal internet
guide’.
On 3 November, Lycos will stage its second annual internet advertising
conference at the Bloomberg Building in the City. The company is using
the event to present the results of its NOP survey into internet
usage.
’The research covers consumer attitudes towards brands, advertising,
products and services on the net,’ said Barez.
Speakers will include NOP deputy managing director Richard Jameson, Jim
Rose, the chief executive of online auctioneers QXL and Jason Goodman,
joint managing director of BMP Interaction, as well as Lycos UK managing
director Charles Walker. Ross Sleight, founder of the Zhong Consultancy,
will chair the conference.
