WebBaby.co.uk, the internet site for new and expectant mothers, has
lined up ZnSpace and MBS Media for a nationwide media blitz.
Debbie Godfrey, MBS board director, will oversee the offline slice of
the account with assistance from planner/buyer Emma Bownass.
The pair are planning to focus on press, particularly the UK’s parenting
The agency’s brief is to publicise both the website and its joint TV
venture with Carlton Westcountry’s Baby Baby, which will begin
broadcasting on 13 October.
Godfrey and Bownass have a minimum of pounds 250,000 to spend on the
Almira Mohamed, chief communications officer of WebBaby, has also signed
up ZnSpace, the online planning/buying specialist.
Agency director Caroline Walton will oversee the account with assistance
from Jane Critchlow, ZnSpace’s senior planner, and Rosie Chatfield, a
researcher who has joined the agency from VNU New Media, where she was a
Walton is plotting a varied campaign. The schedule includes viral
marketing - whereby an e-mail is sent to the target consumer - and web
page optimisation, which ensures WebBaby’s name appears automatically
during online searches.
The e-mail will offer incentives to the user if they pass the WebBaby ad
on to other new and expectant mothers.
The agency is also planning a tactical buying campaign that goes beyond
women’s portals. The team will snap up banners and pop-up boxes.
WebBaby faces stiff competition from baby sites like Mothercare and
Babyworld, as well as Boots and the growing number of women’s sites.