MySpace Chooses Pereira & O'Dell to Help Relaunch Site

Struggling Social Net Seeks to Snare Share From Twitter, Facebook

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NEW YORK ( -- MySpace has chosen Pereira & O' Dell as the agency to help market the site's relaunch later this year, according to multiple industry executives. The hire of the San Francisco-based shop comes as the struggling social network unleashes a late-in-the-game effort to win back market share from the likes of Facebook and Twitter.

Pereira & O' Dell -- which was named Ad Age's Small Agency of the Year last month -- beat three other agencies vying for the business: Droga 5 and Bartle Bogle Hegarty, both in New York, and Goodness Manufacturing, Los Angeles. Agency representatives either couldn't immediately be reached for comment or declined to comment.

Ad Age first reported MySpace was on the hunt for an advertising agency in June, ahead of its fall launch of a revamped site and a new logo.

At the time, a company spokesperson said it was too early to say how much MySpace plans to spend on the forthcoming ad blitz -- the first major branding campaign in the company's seven-year history -- and whether it will include TV in addition to online media.

Beverly Hills, Calif.-based MySpace hasn't done much consumer marketing. In 2009, it spent only $5.1 million in domestic measured media, according to Kantar Media, with most of it geared toward the launch of MySpace Music, including a billboard in Times Square.

Only four years ago, MySpace was the biggest U.S. social-networking site, but two years later, Facebook overtook it in terms of monthly unique global visitors, according to ComScore data.

The review was overseen by MySpace Senior VP-Marketing David Donegan, who joined the company in May from Santa Monica, Calif., agency Kastner & Partners Interactive. But MySpace also hired Santa Monica-based consultancy Select Resources International to help manage the process.

Surprisingly, the pitch was uninterrupted by the abrupt departure of Jason Hirshhorn, MySpace's co-president, in June, leaving his partner and co-president, Mike Jones, at the helm.

MySpace had no comment.

At Pereira & O' Dell, MySpace joins a roster of clients that includes Lego, Muscle Milk, the University of Phoenix and electric car startup Coda Automotive. The young agency is sure to bring the social network some serious digital chops; it was started in 2008 by former AKQA executives Andrew O' Dell and P.J. Pereira.

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Contributing: Michael Learmonth

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