Advertising and marketing communications agency Hill, Holliday, Connors, Cosmopulos of Boston, a unit of the Interpublic Group of Companies Inc., New York, was awarded the advertising and marketing account of AnyDay.com, Cambridge, MA last week following an informal review process.
AnyDay.com, which debuted in July of 1999, is the creator of an Internet-based time management and planning service aimed at consumers, students and business professionals. The idea behind the concept is a relatively new business model that marries subscribers of the Web site and its offerings to online business marketers that participate in the network.
Laurel Rossi, executive vice president and managing director at Hill, Holiday said AnyDay.com's service provides the tools individuals need to effectively manage their time.
“It fits the digital economy like a glove.” she said. “And it helps businesses and organizations improve their productivity.”
Rossi says Hill, Holiday will provide a variety of services including data analytics, logo design and interactive usability testing. The agency will also take responsibility for AnyDay.com's integrated advertising and marketing effort which encompasses an estimated $15 million budget for online and offline media placement.
“We're going to do it all,.” said Rossi. “From an electronic perspective, the people at AnyDay have managed to deliver the technology and convenience customers want, but we'll be helping them a lot with product development issues, focusing on different levels of engagement as part of the overall strategy. It's one of the biggest parts our job — to figure out how to make their customers more engaged.”
At AnyDay.com, Bob Pagano, chief marketing officer, said the company was simply looking for an agency with an excellent creative reputation and sophisticated resources. He said AnyDay.com's primary goal is to cement its reputation as the most comprehensive site on the Web for individuals and groups looking to manage their time and activities. Toward achieving that end, he said “Hill, Holliday met all our needs perfectly.”
AnyDay.com's primary competitors in the growing online calendaring world include other Amazon.com's Planetall.com, Visto, MyEvents, and the DailyDrill.
Hill, Holliday's background advising clients in the online world includes online serving as the agency of record for iSky.com, Voter.com and Priceline.com.
