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.

Web host recruits Shaq for $5 million campaign

Published on .

Digex, marketer of Web hosting services, tapped National Basketball Association Most Valuable Player Shaquille O'Neal for a print and and outdoor ad campaign breaking May 23 in The Wall Street Journal. The initial $5 million, six-month effort via the Benchmark Group, Cincinnati, draws a parallel between Shaq as dominant player in the NBA and portrays Digex as the leader in Web hosting.

"We needed a breakthrough campaign that makes us table talk," said Laura Heinrich, VP-marketing.

Copyright May 2000, Crain Communications Inc.

Most Popular
In this article: