Individual.com moniker backed by $4 mil effort
NewsPage.com, a subsidiary of NewsEdge Corp., relaunches today as Individual.com and breaks a $4 million, fourth-quarter, multimedia campaign from Grey Advertising, New York. The campaign carries the tagline, "It's news to you." Advertising supports the site's positioning as a source for individualized content that includes archived research, company and product information, and continuing education and career resources. Individual.com VP-Marketing Kathy Greenler said $15 million has been earmarked for additional ads in 2000.
E-Stamp, Stamps.com send off TV pitches
E-Stamp, a San Francisco provider of postage, today breaks an estimated $20 million TV campaign to introduce its electronic postage service in a humorous vein. Spots play off the dual themes of time savings and convenience for small-office, home-office businesses. "Small businesspeople spend a lot of time waiting in line, time that they could be more productive in the office," said E-Stamp's Ellen Perelman, senior director of marketing. Butler, Shine & Stern, Sausalito, Calif., handles. E-Stamp recently completed an IPO and raised about $110 million, 65% of which is committed to ads, marketing and brand-building. E-stamp competes with Stamps.com, which kicked off its estimated $15 million TV and print campaign Oct. 19. Ads created by Wieden & Kennedy, Portland, Ore., feature comedian Bob Newhart.
Personal care site Ingredients.com launches
Ingredients.com this week launches its introductory line of personal care and aromatherapy products. A multimillion-dollar ad campaign created by independents