Motley Fool awards European account

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LONDON--Leading U.S. financial Web site The Motley Fool has appointed media strategy company Michaelides & Bednash to develop a brand strategy in Europe.

The London-based agency's brief is to develop branding and communications ideas in the U.K. before a rollout to other European markets, says Graham Bednash, managing partner at M&B.

No advertising budget is available. In the U.S., The Motley Fool spends about $16 million on advertising a year.

The Motley Fool, which "challenges conventional wisdom" to help individuals build their wealth, was launched in the U.K. (fool.co.uk) three years ago. Entry into other European markets will be decided soon, says Mr. Bednash.

Copyright January 2000, Crain Communications Inc.

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