New PHD picks up international task for Letsbuyit.com

New PHD is to handle media for Scandinavian e-commerce site Letsbuyit.com, as part of a pounds 62 million global brief handed to its sister creative agency Abbott Mead Vickers BBDO.

New PHD is to handle media for Scandinavian e-commerce site

Letsbuyit.com, as part of a pounds 62 million global brief handed to its

sister creative agency Abbott Mead Vickers BBDO.



New PHD and the OMD network will handle the business in all markets

outside Germany, Switzerland and Austria, where Carat is already in

place. At New PHD, media director Laura James will handle the

account.



Letsbuyit.com’s global marketing director Soames Hines said the bulk of

media spend would initially be on TV, ’with high levels of reach and

frequency to drive people to the site’. This would be complemented by

outdoor activity. The next phase will be radio, direct marketing and

online advertising.



’The job of the campaign is simply to explain what we have to offer,’

Hines said. ’Many dotcom advertisers seem to be disappearing up their

own backsides by trying to be too clever.’



Letsbuyit.com has pioneered ’co-buying’, whereby consumers club together

to drive down prices for goods by buying them in bulk. Based in Sweden,

the site launched in mid-1999 and is now live in ten countries.



New PHD’s joint managing director Morag Blazey said that in a market

crowded with dotcom launches, Letsbuyit. com was a genuinely prestigious

piece of business.



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