- Jungle.com has moved its £8 million creative account into McCann-Erickson following a head-to-head pitch with incumbent Publicis last month.
The move comes only six months after Publicis was appointed to drive a branding campaign for the site, the first time Jungle.com had outsourced its marketing. The website, which was launched in August 1999 with financial backing from software warehouse and venture capital giants 3i, cancelled its planned flotation earlier this month, blaming 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 1980s single The Lion Sleeps Tonight. However Jungle was judged not to have built up the following to support a flotation in the current 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, 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."
Lovett said his agency's local reputation was a key factor in the win. "Jungle is based in Birmingham and they were looking for a local agency backed by an international network," he said.
Jungle.com's media planning and buying account, currently held by Optimedia, is unaffected by the review.