Cendant Corp.'s Move.com today launches its first TV branding effort. The humorous $20 million campaign uses the tag, "It's a better move." In one spot, an elderly couple talks about moving out their slacker son and getting a Florida condominium. Print breaks in the second quarter. Goldberg Moser O'Neill, San Francisco, is the agency. Cendant's residential real estate brands include Century 21, Coldwell Banker and ERA.
Accompany changes name, launches campaign
Group buying site Accompany today changes its name to MobShop.com and launches an $8 million to $10 million ad campaign from Cliff Freeman & Partners, New York. The campaign consists of radio spots running in 10 markets. Three West Coast online agencies are competing for MobShop's online media account.
Group to explore targeted ads for wireless users
Four companies are banding together to explore advertising vehicles for wireless devices. FusionOne, a company that provides synchronization services for users of digital organizers, data-enabled wireless phones and non-mobile devices, is partnering with CMGI ad-targeting company AdForce, phone maker Nokia and interactive shop SF Interactive, San Francisco. Separately, AdForce today launches AdForce Everywhere, a service to deliver targeted advertising to wireless and other non-PC-based devices.
Ad-targeting company WinDay.com goes live
Ad-targeting company WinDay.com plans to launch later this spring. The company's site will try to attract consumers with free membership to access sweepstakes offers, discounts and incentives to buy products online. Former Grant Thornton executive Gary Plaster is CEO of the Chicago-based company.
Women's financial site, disability site, kick off ads
WFN Women's Financial Network, (www.wfn.com) this week breaks its first ads from Glow Creative Communications, San Francisco. The print ads are part of $15 million to $20 million campaign and are a precursor to a larger, national campaign expected to break next month. The site, a financial resource for women, will officially launch March 31. CanDo.com a site for people with disabilities, named Hoffman/Lewis, San Francisco, its first agency for its estimated $7 million to $8 million account.
Whittman-Hart & USWeb/CKS, Chicago, last week changed its name to MarchFirst (marchfirst.com). The Internet professional services company was formed by Whittman's March 1 purchase of USWeb. . . . Yahoo! launched enhanced wireless services, including Yahoo! Auctions, movie listings and a directory of Web pages for mobile phones. Mohan Vishwanath, VP-Yahoo! Everywhere, said it is experimenting with revenue models and that a major carbonated beverage company has offered to advertise on the noon alerts that Yahoo! delivers to subscribers.
Word in wireless is that OpenGrid, Santa Clara, Calif., received a $400 million buyout offer from an unidentified suitor. CMGI's AdForce also was said to be interested. OpenGrid President Jens Horstmann couldn't be reached for comment. AdForce CEO Charles Berger had no comment except to say, "It's always a possibility." OpenGrid is developing technology to send messages to wireless devices. . . . Dow Jones and Hearst venture Smartmoney.com is readying an IPO, according to insiders. Senior VP-Chris Lambiase declined comment. . . . AdForce raised $11,800 to help homeless and neglected children in Aspen. AdForce planned to donate $1,000 to close a customer confab in Aspen. But then VP-Worldwide Marketing Dee Cravens asked guests to contribute cash. Within minutes, 120 people raised $5,900, and AdForce matched it. To think you thought ritzy Aspen had no homeless kids