Optimedia grabs e-garden brief

E-garden, the website for people with virtual green fingers, is embarking on a pounds 2 million ad campaign through creative agency FCA! and media partner Optimedia.

E-garden, the website for people with virtual green fingers, is

embarking on a pounds 2 million ad campaign through creative agency FCA!

and media partner Optimedia.



The pair have been briefed to raise awareness of the site among

gardening enthusiasts, starting with a radio campaign linked to

Valentine’s Day.



The site rakes in revenue by enabling consumers to order plants and

flowers online.



Optimedia, headed by Simon Mathews, works with FCA! under the umbrella

of the Publicis network. Optimedia director Phil Nunn will handle media

planning and buying for the e-garden account.



FCA! managing director Samantha Smith said: ’We’ll be starting with

radio and we’re currently devising the next stage of our strategy. But

as FCA! is a media-neutral agency, anything goes. We expect to utilise

everything from outdoor advertising to direct marketing.’



She said the site had done a small amount of print advertising and had

already won a band of loyal followers. ’Our job now is to build the

brand,’ she said.



Currently, the site is offering Valentine’s Day roses - six for pounds

7.99 to be delivered to your loved one’s door - as well as advice from

experts Peter Seabrook on exotic plants, Roddy Llewellyn on garden

design and Daphne Ledward on growing potatoes on your patio.



Smith added that e-garden was the agency’s first dedicated dotcom

client.



’We’re being approached by around three dotcoms every day but it is

quite obvious that some of them do not have the approach or the backing

to work,’ she said. ’E-garden is a wonderful site employing some of the

top names in the market. And gardening itself is one of the UK’s top

leisure activities,’ Smith concluded.



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