Publicis unveils net business ad

The Government is set to launch a campaign aimed at rebuilding

business confidence in e-commerce, which has declined since the dotcom


A budget of more than £2.5 million has been earmarked for the

promotion of UK Online for Business with an integrated campaign produced

by Publicis.

It marks the agency's first work on the account to which it was

appointed in August by COI Communications after a pitch also contested

by TBWA/London, Carlson and WCRS.

Its brief is to promote the role of UK Online for Business, a

partnership between the Government and industry set up to encourage

small- and medium-sized businesses that are online but not trading

online. The TV campaign focuses on the £14 billion traded online

in Britain so far this year and emphasises its scale by projecting it on

to buildings and offices.

"If you run a business - any business - you can claim a share of this

money," a voiceover by the TV presenter Sue Lawley says.

Alan Smith, the senior campaign manager at COI Communications, said:

"The demise of the dotcoms gave e-commerce a bad name and yet it is

still the outstanding opportunity for businesses of all sizes in the


The TV work was written by Noel Sharman, art directed by Stephen Glenn

and directed by Howard Grenhalgh. TV and press media buying is by

MediaVest and MediaCom respectively.

The campaigns are being complemented by online activity created by

Publicis Networks and direct marketing through Publicis Dialog.


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