ENCYCLOPAEDIA BRITANNICA ROLLS $37 MIL CAMPAIGN

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Britannica.com breaks a $37 million campaign this week as parent Encyclopaedia Britannica puts a massive amount of content online for free at its new ad-supported site. The branding campaign, themed "What's on your mind?," features TV, print and online ads. A separate promotion will give $10 million to charity. Print ads, which feature actor Peter Fonda, writer Norman Mailer and singer Seal, were shot by Veronique Vial; TV spots directed by Mark Pellington feature Mr. Mailer, Seal and actress Lili Taylor. The campaign via Deutsch, New York, asks celebrities to reveal what's on their minds and look up the answers on Britannica.com.

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

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