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Internet service provider EarthLink today unveils TV, radio and outdoor ads with the launch of what could be a $50 million campaign. Humorous ads, which portray EarthLink as a low-cost, helpful, but hands-off ISP, are the first from BBDO West, Los Angeles. Each TV spot shows a PC with a user's favorite -- but offbeat -- Web site running on it. The tagline is, "It's your Internet. We just connect you." Outdoor ads tweak America Online: "," Ads will run for two weeks in 70 markets; EarthLink then will evaluate how to proceed. Ads break as EarthLink prepares to complete a merger next month with MindSpring Enterprises, forming the No. 2 Internet access provider behind AOL; the venture will use the EarthLink name.

MetLife seeks agency for online assignment

Metropolitan Life Insurance Co. is looking for an ad agency to brand itself online. The online-only assignment has an estimated $1 million to $3 million budget. Y&R Advertising, New York, handles MetLife's offline advertising. MetLife is looking to increase traffic to MetLife Online (, which offers business-to-business as well as consumer insurance services.

Scout Electromedia shops for agency

Scout Electromedia, a San Francisco maker of wireless devices that will deliver consumer information, is seeking an agency for its $10 million-to-$20 million account. Separately,, a Watertown, Mass., venture that provides community and home-page tools for high schools, is looking for an agency for its $10 million account.

Web company launches tracking software

Web profiling company nCognito Interactive Services, Chicago, today unveils its Demographic Profiling System. The system anonymously tracks Web users' demographic profiles and organizes them in reports Web sites can use to deliver targeted ads and content.

Advertising Age ranking Interactive 100

Advertising Age is compiling data for the annual Interactive 100 roster of interactive marketing agencies. Data will come from the 2000 Agency Report Questionnaire, with responses due Jan. 31. Need a questionnaire? E-mail Interactive Editor Bradley Johnson (

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