A dotcom company which enables internet users to create their own interactive websites has picked Bartle Bogle Hegarty and Motive, its media associate, to handle its £3 million UK launch.
Moonfruit.com is offering individuals or groups the chance to download software which will enable them to create websites based on their interests or hobbies that can then be shared by people with the same interests.
The company's income will be generated through ads, which will run across the foot of all the sites. The ads are co-ordinated through a server which will enable advertisers to target specific kinds of consumers.
The selection of BBH and Motive to share the account followed talks betwen Moonfruit and a number of agencies including Mustoe Merriman Herring Levy, New PHD and BMP OMD. A press and poster campaign is due to break shortly.
Wendy Tan, Moonfruit's chief executive and the former e-commerce manager of Egg, said: "We're excited to be working with BBH and Motive because they have a great track record of building famous brands through creative excellence."
The company is pinning its hopes on people using its new Flash 4 website kits to create large online communities in the UK resulting in the generation of traffic for advertisers. It aims to be running ads across 5 million pages within the next 18 months.
It expects to face stiff challenges from competitors such as Homestead, FortuneCity and GeoCities although Moonfruit executives claim their offerng is more enjoyable to use and entertainment-orientated.
Once registered, users can create and customise their own sites by selecting different coloured backgrounds and typefaces as well as a range of quirky effects.
Gwyn Jones, BBH's joint managing director, said: "Moonfruit has a real understanding of the power and importance of brands and this is an amazing opportunity for us to create some exciting and involving work."