Digital Attitude wins online accounts in France

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PARIS--Interactive agency Digital Attitude, which opened a Paris office in early 1999, has picked up several new online advertising accounts. The new clients include French business magazine "L'Expansion," insurance specialist Groupe Henner, a classical music association and a monthly psychology magazine. The interactive agency was founded in Montreal in 1998 by former DDB executive Olivier Soussy.

"L'Expansion" has given Digital Attitude the task of launching its new Internet financial news service. The monthly financial magazine sees the Web site -- which will provide a wrap of financial and economic news each day at 6 p.m. -- as an opportunity to go head-to-head with more established daily newspapers, including "Les Echos" and "La Tribune," both of which operate successful online editions, as well as a marketing tool for attracting new readers.

The initial $100,000 online campaign will focus on banner ads on top French sites. An offline campaign is also being discussed.

Groupe Henner, which specializes in insurance for expatriate employees, has asked Digital Attitude-Paris to prepare an international direct marketing campaign targeted at human resources executives charged with sending employees on short-, medium- and long-term missions abroad. The campaign, also pegged in the $50,000 to $100,000 range, will use banner ads linked to key words on top search engines, Mr. Soussy says.

Digital Attitude has also been selected as the lead agency by French monthly magazine "Psychologie," which has begun work on an Internet edition slated to be unveiled in 2000. The agency will aid editorial staff with the creation of the online edition and then manage online and offline publicity linked to the launch.

Mr. Soussy is currently managing a multi-million dollar international online banner campaign by Elle.com aimed at turning the magazine into an Internet fashion reference. Other Digital Attitude clients include EMI Music and leading French television network TF1.

Copyright November 1999, Crain Communications Inc.

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