ZDNet, San Francisco, named Lowe
& Partners to launch before year's end a $25 million, 18 month campaign. ZDNet's move follows the mid-1999 announcement by rival CNET that it would spend $100 million over 18 months on brand advertising. A ZD insider has credited CNET's more aggressive brand marketing as one of the reasons the stock market gives CNET a higher valuation than it gives ZDNet.
Copyright October 1999, Crain Communications Inc.