Motley Fool awards European account

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LONDON--Leading U.S. financial Web site The Motley Fool has appointed media strategy company Michaelides & Bednash to develop a brand strategy in Europe.

The London-based agency's brief is to develop branding and communications ideas in the U.K. before a rollout to other European markets, says Graham Bednash, managing partner at M&B.

No advertising budget is available. In the U.S., The Motley Fool spends about $16 million on advertising a year.

The Motley Fool, which "challenges conventional wisdom" to help individuals build their wealth, was launched in the U.K. ( three years ago. Entry into other European markets will be decided soon, says Mr. Bednash.

Copyright January 2000, Crain Communications Inc.

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