Agencies pitch for hypothetical business

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In a new marketing event at Camp Interactive Aug. 3, interactive agencies pitched for a $1 million online advertising campaign for a hypothetical client launching a new brand, Trail-Ade. Modem Media.Poppe Tyson and Think New Ideas participated in the exercise.

Michael Wege, associate director of global advertising for Procter & Gamble Co., and Angela Kapp, VP-special markets and new media for Este Lauder, represented the client.

Modem's campaign included partnerships with Tripod, MapQuest and Microsoft's Expedia, as well as an online event called the Trail-Ade Triathlon.

Think took the radical step of advising the client to change the product name to Gris, which it said would resonate better with the extreme sports fanatic audience. Think said it would create a microsite around a Gris-Cup snowboarding event rather than develop a comprehensive Web site.

The 300-plus attendees of the conference, held in Beaver Creek, Colo., selected Modem by a narrow margin of four votes.

Copyright August 1998, Crain Communications Inc.

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