Darwin Digital named AOR for Pathfinder

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Time Inc.'s Pathfinder has chosen Darwin Digital, the interactive unit of Saatchi & Saatchi Advertising, New York, as its agency of record. This is the first time Pathfinder has done online banner promotions on other Web sites, according to a Pathfinder spokesman.

Darwin Digital will handle both creative and media, initially focusing on Fortune and Money online magazines. The Pathfinder spokesman said the campaign, which is in the early stages of design, is expected to focus on the strength of the Pathfinder brands and "not just on click-throughs." The spokesman would not reveal the size of the account except to say that Pathfinder would treat its online advertising as an integral part of its business.

In other Time online news, Money.com, People Online and CNNSI will provide content for Netscape Communications's new online service called Netscape Netcenter. The three Time Inc. New Media online publications will contribute to Netcenter programs ChannelFinder and In-Box Direct. Netcenter is a members-only service that offers personalized online business resources for professionals.

Copyright September 1997, Crain Communications Inc.

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