Jungle.com has moved its pounds 8 million creative account into
McCann-Erickson following a head-to-head pitch with Publicis, the
incumbent, last month.
The move comes only six months after Publicis was appointed to execute a
branding campaign for the site, the first time that Jungle.com had
outsourced its marketing.
The website, which was launched in August 1999 with financial backing
from the Software Warehouse and the venture capital giant 3i, cancelled
its planned flotation earlier this month. It blamed the recent wave of
dotcom failures for the decision.
Publicis’ campaign aimed to build awareness of the site ahead of
flotation through ads featuring an animated snake and a recording of the
80s hit The Lion Sleeps Tonight.
However, Jungle was judged not to have built up the following to support
a flotation in the prevailing wave of dotcom gloom.
McCann’s campaign, which will include national press, TV and radio, will
switch from branding and aim to build confidence in the site by
increasing its revenue.
The account will be handled out of McCann’s Birmingham office,
McCann-Erickson Central. Dean Lovett, the managing director of McCann
Central’s consumer retail division, said: ’It will be about getting the
phones ringing and selling product - 90 per cent of the ads you see will
have a retail element.’
The McCann UK group chairman and chief executive, Ben Langdon, said such
strategies are crucial for dotcoms’ success. ’The issue for them is
changing from branding to retail conversion,’ he said.