BBJ picks up Lycos media buying and planning business

Lycos, the internet search engine and portal, has moved its media planning and buying account out of MindShare and into BBJ.

Lycos, the internet search engine and portal, has moved its media

planning and buying account out of MindShare and into BBJ.



Lycos, which is owned by Bertelsmann, spent pounds 4 million on

advertising in the UK last year, but is expected to increase its budget

to compete with Yahoo!, another leading search engine.



The appointment is effective immediately, and BBJ has already begun

booking space.



BBJ is tight-lipped over the planned budgets, but media owner sources

have suggested that the annual spend could quadruple, with pounds 5

million placed in the first month alone, signalling a major offensive in

the market.



The agency will handle activity for the three brands operating under the

Lycos banner: the Lycos search engine, the Commundo internet service

provider, and Tripod, a home pages service.



While BBJ will handle the UK media planning and buying, the task in

Germany, France, Italy, Spain and the Netherlands will be handled by its

sister Aegis company, Carat. As a result of the win, Carat claims it is

the largest online planning organisation in Europe.



The appointment consolidates BBJ and Carat’s relationship with the

Bertelsmann Group, following their joint appointment to the music

division, BMG, in December last year.



Trista Grant, the managing director of BBJ, said: ’Lycos is a very

serious and confident player, and we are delighted to be working with

the company.’



The agency is working to recover from last year’s blow of losing the

pounds 80 million Volkswagen Audi Group business in a centralisation to

MediaCom TMB. Last week, BBJ announced that Black Star, the online video

and DVD retailer with an adspend of pounds 6 million, is a new client.



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