Jungle shifts pounds 8m creative spend to McCann-Erickson

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.

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.



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