ORB Signs Forbes.com

Share this article:
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.
Share this article:

Sign up to our newsletters

Follow us on Twitter @dmnews

Latest Jobs:

More in Agency

John Wanamaker Is Dead, Long Live the CMO

John Wanamaker Is Dead, Long Live the CMO

A century-old motto isn't—and shouldn't be—relevant today. CMOs need to get with the times and put their customer knowledge to good use.

Unleashing the True Power of the Customer

Unleashing the True Power of the Customer

Retailers who harness customer loyalty program data can create a customer-centric competitive advantage.

News Byte: Gartner Retail Expert Joins eCommera as CMO

News Byte: Gartner Retail Expert Joins eCommera as ...

Kevin Sterneckert brings a wealth of knowledge and experience to eCommera.