×

Once registered, you can:

  • - Read additional free articles each month
  • - Comment on articles and featured creative work
  • - Get our curated newsletters delivered to your inbox

By registering you agree to our privacy policy, terms & conditions and to receive occasional emails from Ad Age. You may unsubscribe at any time.

Are you a print subscriber? Activate your account.

LookSmart breaks $20 mil push

Published on .

LookSmart, San Francisco, a Web directory and search service, today launched a $20 million consumer branding initiative with TV spots airing nationwide in major markets. Radio is slated to kick off in the fourth quarter and print in January. Rathje Chadwick & Co. created the advertising, which features the Beatles' "Help!'' as a theme song. The commercials highlight LookSmart's dedication to providing consumers with quality search experiences on the Web while illustrating its mainstream, family-oriented audience. LookSmart's branding initiative also includes sponsorship of PBS' "The Chefs of Cucina Amore,'' "Great Food,'' "Masterchef USA,'' "Mystery!'' and "Sesame Street.''

Copyright September 1999, Crain Communications Inc.

Most Popular
In this article: