MOTHERNATURE.COM BREAKS 1ST BRANDING CAMPAIGN

Published on .

E-commerce healthy living Web site MotherNature.com launches its first branding campaign today. The $17 million multimedia effort was created by Ogilvy & Mather, New York. The TV, print and radio ads feature Mother Nature personified discussing health and well-being topics. The three TV spots show Mother Nature interacting with quirky people who have used one of the site's natural products, such as a model who blames her foot fungus on the rigors of runway life.

Art.com readies $20 mil campaign by Burnett

Art.com will unveil its estimated $20 million ad campaign by mid-September. The work, created by Leo Burnett USA, Chicago, will appear in national and local magazines as well as outdoor on buses and kiosks in cities including San Francisco and Washington. Banner ads and radio could also support. The campaign was created by creative directors Mark Faulkner and Steffan Postaer (of Altoids fame). Art.com, bought in May by publicly held Getty Images, sells posters, photographs and prints.

Turner Interactive Sales loses another director

The wheel is turning again at Turner Interactive Sales. David Beckman-Robertson left as director of ad sales to be VP-ad sales for AllAdvantage.com, Hayward, Calif. Mr. Beckman-Robertson, who will be based in New York, departs after only seven months at the helm of Turner Interactive Sales; he succeeded Richy Glassberg, who left in January. His replacement at Turner isn't known. AllAdvantage.com pays consumers to keep a "viewbar" on the PC desktop that delivers ads targeted to Web viewing patterns.

Winfire readies beta browser assistant

Winfire, Newport Beach, Calif., this week releases the beta version of its free Browser Assistant, a PC desktop task bar and news ticker offering links to key sections of participating Web sites included in a handful of task bar icons and in pull down menus. Winfire (www.winfire.com) is intended to save time, allowing users to get information or complete transactions in two to three clicks by taking them directly to the right page inside a site. President-CEO David Kopp said Winfire will work for advertisers by delivering users to more targeted pages where sites can charge an ad premium. Winfire signed distribution deals

In this article:
Most Popular