INTERNATIONAL: Beenz.com taps FCB for global launch

Beenz.com has announced that it has appointed FCB Worldwide to launch the company's first ever global advertising campaign. Banks Hoggins O'Shea/FCB (BHO/FCB) in London will be the agency's lead office on the account, setting the strategy for the campaign. The account will focus on building awareness of the beenz brand and increasing the rapidly-growing number of beenz consumer accounts, which currently stands at more than three million worldwide. BHO/FCB will handle Beenz.com's worldwide creative and advertising strategy. Leading up to the launch of the campaign, Beenz and BHO/FCB will be working on a programme of strategic alliances. To set the example for the viability of beenz as a currency, the agency will receive part of its fee from Beenz.com in the form of beenz - the client's currency on the Web. Key to the global advertising campaign is maximising the return on investment per advertising dollar spent by using the Internet as a key communications medium with consumers. An integral part of Beenz.com's global advertising campaign will be to use sophisticated viral marketing techniques which will increase consumer acquisition rates and word-of-mouth advertising. Nicolas de Santis, senior vice-president and chief marketing officer for Beenz.com, said, "Research has shown that traditional advertising by dotcoms have failed because they have not been strategic. They have simply 'thrown money' at the media. "Beenz.com has grown its consumer base to date by working with its participating merchants, and through public relations, guerrilla tactics and smart marketing." A recent survey by market research group Greenfield Online showed that Internet companies spending up to 70 per cent of their revenue on advertising might still not be creating brand awareness. The survey asked consumers to list five names that came to mind when thinking about ecommerce and the Internet. The results showed many Internet firms were not top-of-mind or easily recognisable, despite large advertising budgets.

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