San Francisco digital shop Lot21 has bagged the prestigious Time Inc. account to bolster the circulation of Time magazine through the Internet.
The New York branch of Lot21, which opened in June as a full-service shop, has been charged to drive hard-copy subscriptions of Time via online marketing efforts. This task was previously handled inhouse by Time Inc., New York.
“In this case we're working on acquisition projects which will go into test in the next month and which will help us determine a long-term acquisition strategy in the digital area,” said Dennis Lemenager, general manager at Lot21 in New York.
Lot21 will handle creative services as well as media buying and planning on the Time account. The budget was not disclosed.
Lemenager said there was no formal review process involved in the account win; a Lot21 business development executive had contacts at Time Inc., which is part of the Time Warner media and entertainment conglomerate.
Founded in 1998, Lot21 recently gained accounts, such as Unilever, Sega and eBay. Other clients include Pets.com, Tupperware, Bank of America, Palm Computing and CNET. The agency offers services such as wireless advertising, broadband campaigns, media placement, strategic planning services and online marketing.
For Time magazine, Lot21 is experimenting with a variety of media to acquire new subscribers.
“We're testing methods of reaching consensus via digital communications, tracking the responses of those communications like e-mails, online ads and different banners,” Lemenager said.
“I think the most difficult challenge for them is how to extend their brand to the digital space and how to catch the attention of the consumer,” he said. “The biggest challenge is to communicate the [Time] offer effectively.”
