IAB selects Stein Rogan for ad campaign—BtoB EXCLUSIVE

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New York--The Interactive Advertising Bureau, which has done limited advertising in the past, has selected Stein Rogan + Partners, New York, to launch an integrated marketing campaign after the first of the year, according to IAB CEO Greg Stuart. Stuart, who spoke with BtoB during the @d:tech conference in New York Dec. 4-6, said the IAB is boosting its marketing efforts with $1.5 million in research and an undisclosed ad budget for 2002, and will look to Stein Rogan to help it spread its message in the ad industry it serves. He did not elaborate on the campaign. "It's almost an unprecedented challenge and opportunity for the IAB as well as us to work on something as fundamental as driving growth and demand for a whole category of media," said Tom Stein, president-CEO of Stein Rogan. "Stein Rogan has experience working with brands in marketing to marketers, but this takes that expertise and gives us an opportunity to work on a whole new level. We are marketing the media itself. I can't think of anything more exciting than that." He said the IAB effort will be integrated, using interactive with other media elements. For more information about IAB initiatives and the @d:tech conference, please see BtoB coverage on Dec. 10.

--Kate Maddox

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