ORB Signs Forbes.com

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Forbes.com has named ORB Inc., New York, as its advertising agency of record for an estimated $12 million account.

ORB replaced incumbents Avenue A, Seattle, and Merkley Newman Hartley, New York. Merkley, however, will continue working on the Forbes magazine account.

"Their objective is to drive registrants of the Forbes.com site, not just traffic, and also increase the quality of the audience," said Andy Pakula, CEO of ORB.

In its search, Forbes.com stipulated that the agency must deliver an integrated direct response effort that maximizes its customer acquisition and retention programs at the lowest possible cost.

An interactive marketing and tracking agency, ORB counts as clients mySeasons.com, Citigroup, e-Citi, Sprint Corp., Coty USA and Sony Electronics e-Solutions Co.

Launched in 1997, Forbes.com ranked 90th among overall sites in unique audience, according to October findings by Nielsen//NetRatings. It placed 44th among business sites that attracted the most visitors, the survey showed.

ORB will create incentive programs to drive registration and repeat visits and develop customer relationship management solutions for the online news site at www.forbes.com.

"It's also about driving registrants to specific areas within the site that the registrants would be most interested in," Pakula said.

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