Equinox and Atlas team up to launch Easier campaign

Atlas Advertising and media agency Equinox have combined to launch a multi-million-pound TV and poster blitz for internet estate agency Easier.co.uk.

Atlas Advertising and media agency Equinox have combined to launch

a multi-million-pound TV and poster blitz for internet estate agency

Easier.co.uk.



Atlas and Equinox were appointed to the Easier account just before

Christmas. Equinox will handle most of the planning, while Equinox is

controlling the buying.



The two agencies have put together a pounds 10 million-plus campaign,

masterminded by Atlas’s account manager Katrin Schlenzka.



Equinox group media manager Keith Hallett is now in the process of

planning a press campaign to support the broadcast push.



The TV and poster campaigns are due to break in London and the South

East on 14 February, before a national roll-out.



Easier hopes the advertising, which cost around pounds 13 million, will

differentiate it from the 1,500 other property websites in its

sector.



Although much has been made recently of the difficulty of rising above

the clutter of dotcom advertising, Hallett said he was confident that

Easier would get the profile it was looking for.



’People say that there are lots of advertisers around, all battling in

the same sector, but surely it was ever thus. A few years ago the same

thing was happening with car brands. The well-funded players with

original ideas will do well. Some of the less well-funded and less

thought-out sites will fail,’ he said.



Easier, which expects to secure pounds 12 million in funding through an

AIM flotation, promises to eliminate commission costs for the house

buyer and seller.



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