INTERNATIONAL: Beenz.com taps FCB for global launch

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