Lycos Names Hill, Holliday

Share this article:
Lycos Network has finally named Hill, Holliday, Connors, Cosmopulos, Boston, to handle its $25 million to $30 million account that the online portal put up for review this spring.


The decision ended a controversial review that involved a pullout by Deutsch, the other contender in the final round for the Lycos business. Bozell, New York, was the incumbent on the account.


"We're positioning ourselves through our clients to be an agency that not only moves with digital speed, but also with the digital age," said Eric Fehrnstrom, senior vice president of communications at Hill, Holliday's Boston office.


Deutsch withdrew in May after the agency reportedly found that its presentation was made available to Hill, Holliday. Jack Connors, a founder of Hill, Holliday, also sits on the Lycos board of directors.


"What it comes down to is two agencies fighting for a piece of business," Hill, Holliday's Fehrnstrom said.


Based in Waltham, MA, Lycos is one of the leading portals in the United States, along with Yahoo, Excite, Go.com and AltaVista. Terra Networks, owned by Spanish telecom marketer Telefonica de Espana, recently agreed to buy Lycos in a $12.6 billion all-stock deal.


Terra is a Latin American provider of Internet access to Spanish and Portuguese speakers.


The Lycos win adds to Hill, Holliday's roster of Internet clients, which includes Micronpc.com, webmiles.com, Move.com, mortgageit.com and Priceline.com.


A new campaign from Hill, Holliday is expected to build the combined Terra Lycos brand once the acquisition is completed.


"You'll begin to see our first campaign for them in the fall," Fehrnstrom said.
Share this article:
You must be a registered member of Direct Marketing News to post a comment.
close

Next Article in Data/Analytics

Sign up to our newsletters

Follow us on Twitter @dmnews

Latest Jobs:

Featured Listings

More in Data/Analytics

MeritDirect Opens San Jose Office

MeritDirect Opens San Jose Office

A force in direct mail, the company looks to expand its digital data services with a footprint in Silicon Valley.

Neustar Decides to Hand Data Over to its Clients

Neustar Decides to Hand Data Over to its ...

AK Media Insights Pro turns data over to marketers to create business-specific aggregations, integrate offline efforts, and probe deeper into their sales funnels.

Arthur Hughes, Who Wrote the Book on Database Marketing, Dies at 86

Arthur Hughes, Who Wrote the Book on Database ...

First published in the early days of the Web, Arthur Middleton Hughes's Strategic Database Marketing remains a bible for direct marketers.