I-RECALL: Behind the Hype - A new tool of the media planners' trade. Intellagencia.com acts as a front-end portal for all of the BRAD group's services

Intellagencia.com is a new online facility powered by the BRAD

group and it aims to deliver information, analysis and reference tools

to the UK and European advertising and marketing community.

The site functions as a front-end portal for products including Media

and Marketing Europe, BRAD, BRADnet, Apollo, ALF, Genesis, Genesis

France, LENA and Marketing Moves. The business-to-business website also

has a recruitment section for the market, and allows subscribers to

access industry news and archives.

The BRAD group has had a number of its services online for quite some

time, but the launch of Intelligencia.com sees the introduction of a new

front-end brand for all of the different products. The data on the site

is telephone verified every four to six weeks.

Site characteristics The navigation on the site seems pretty simple.

However, the different product portals are basically put together in

terms of their design - they're not very pleasing to the eye and are

desperately in need of a makeover.

Target audience The site is aimed at media planners and buyers,

advertising agencies and most people working in the media.

Funding The venture is backed and owned by the BRAD group.

Marketing An advertising campaign in the trade press is expected to run

over the next couple of weeks to accompany the official launch of the

portal. The campaign is expected to launch at the end of the month, on a

bi-weekly basis, for a three- to five-month period.

Intellagencia.com will also be investing in direct mail targeting key

industry personnel. The site also has an online agreement with

Mediaguardian.co.uk, and is expected to reveal other content agreements

in the near future.

Competitors Intellagencia.com is competing with a number of the online

media platforms, such as Mediatel.co.uk, Adazzle and

Optimad-Imediapoint, whose sites are superior in terms of design,

although their functionality varies.


Excellent prospects

The main challenge will be in establishing intellagencia.com as a

separate brand online from BRAD, but obviously the data's credibility is



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