Condom marketer targets the world

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Condom marketer targets the world

London international Group, the world's largest condom marketer, picked AKQA, a three-year-old London new media agency and Web developer, to handle its global Internet business.

AKQA pitched against three other shops, including Magic Hat, a London-based youth marketing division of LIG's international agency McCann-Erickson Worldwide. Spending is undisclosed.

Most of LIG's marketing efforts focus on making Durex a global brand. By the end of this year, AKQA will set up one major Durex site for the whole world, with different places for each country using local languages and promotions and other elements aimed at specific countries.

"It used to be about translation, now it's about localization," said Ajaz Ahmed, managing partner at AKQA. "You need to have relevant [national] information and services, but be one brand for the world."

Mr. Ahmed stressed that all the content for the new site will be completely new, rather than adapted from TV commercials or other Durex marketing materials. As part of Durex's online media strategy, the company is considering links with other brands that share the young, trendy spirit Durex tries to portray.


AKQA has worked on Durex in the U.K. for the last two years, setting up the existing U.K. site.

LIG subsidiaries in a number of markets, including the U.S. and Canada, already have their own Web sites. AKQA will work closely with LIG's 37 subsidiaries around the world and local McCann offices.

AKQA's other clients include BMW, Richard Branson's Virgin Group and British Telecom.

Copyright September 1996 Crain Communications Inc.

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