Wednesday, November 29, 2006

Interactive Takes Ownership of "Media More Engaging"

NEW YORK, NY (November 29, 2006) – The Interactive Advertising Bureau (IAB) today announced the launch of a new integrated Interactive branding campaign. The campaign, which features the tagline “Media More Engaging,” is focused on how Interactive advertising is the only medium that intersects between the three pillars of audience, experience and effectiveness.  

The first wave of the integrated campaign will appear in online and print publications like Adweek Magazines and Advertising Age and will extend into other properties including IAB member sites into 2007. The campaign was developed by Brand New World after an extensive research study was conducted among senior level marketers and advertising agency executives on how to position Interactive. Featuring a kaleidoscope theme, the campaign illustrates the interactivity of the medium and its ability to reach the right customers, engage them in an immersive brand experience and then measure the effectiveness of the dollars spent.

“Our goal in developing an overarching positioning and theme for the Interactive advertising industry was to find a way to communicate all the diverse capabilities and benefits of Interactive under one umbrella,” said Sheryl Draizen, SVP and General Manager, IAB. “As marketers continue to embrace and allocate additional dollars to all forms of Interactive, it is important that we clearly articulate and showcase the true power of the medium.”

“Interactive Advertising lets you combine the ability to target and create a dialogue with the audience that matters to your brand, lets your customer experience your brand the way they want to, and allows you to measure the effectiveness of your marketing dollars,” Draizen continued. “This delivers a very powerful proposition for marketers to achieve their objectives.”

Messaging specialist, Luntz, Maslansky Strategic Research was hired by the IAB to understand how to effectively and consistently communicate the positioning of Interactive to marketers and agencies. Both qualitative and quantitative research was conducted on a number of positioning statements and once the positioning was reached, further research was conducted on a number of creative executions.

“We are thrilled to have created the “Media More Engaging” campaign for the IAB and the Interactive industry,” said Alan Feldenkris, Chief Executive Officer, Brand New World. “As an agency focused on the emerging media marketplace, this was a perfect opportunity for us to communicate the value of a medium we so strongly support.”

Media Contacts, the global interactive media network of Havas Media has agreed to do all the media planning, buying and trafficking pro-bono for the IAB on this campaign. The primary targets for the campaign are brand managers and marketing executives across all vertical industries with agency professionals as a secondary target.

“We are extremely excited to be IAB’s media partner for this new branding campaign,” said Louis W. Jones, EVP, Managing Director, Media Contacts – North America, “Interactive advertising has clearly changed the media landscape and this campaign is an important showcase for agencies and publishers alike who are  involved in this industry.”

The campaign invites people to visit a microsite,, designed to provide marketers and agencies with an Interactive advertising primer across all platforms including: digital video, display, email, gaming, lead generation, local, mobile, search and others.

About Media Contacts:
Media Contacts (“MC”) is the global interactive media network of Havas Media - the media division of HAVAS. MC provides data driven media solutions across all interactive channels. MC brings together professional expertise, proven strategic insight, and Artemis™, MC’s advanced proprietary technology platform, to maximize impact for the advertiser interactive media investment. Since 1997, and in 22 countries in 29 cities across Europe, North America, South America, Asia, and Oceania, Media Contacts is the trusted partner of more than 400 clients, including the market leaders in many industries, such as Air France, Dell, Expedia, Fidelity, France Telecom, ING Direct, Nike, Peugeot/Citroën, Repsol, Reckitt Benckiser, Vonage, and VW, amongst others. To learn more, please visit

About Brand New World:

Brand New World is an agency focused on developing advertising solutions for the emerging media marketplace.  Founded by leading creative executive Alan Schulman and interactive marketing executive Alan Feldenkris, Brand New World serves major clients seeking ways to deepen their connections with consumers in the new digital age. Brand New World is based in New York and has done work for Johnson and Johnson, Verizon, Discovery Channel and other clients. For more information, visit

About the IAB:

Founded in 1996, the Interactive Advertising Bureau (IAB) represents over 300 leading Interactive companies that are actively engaged in, and support the sale of Interactive advertising. IAB members are responsible for selling over 86% of online advertising in the United States. On behalf of its members, the IAB evaluates and recommends standards and practices, fields Interactive effectiveness research and educates the advertising industry regarding the use of Interactive advertising. For more information, please visit

IAB Contact
Marla Nitke
Director, Marketing Communications
[email protected]