Lieber Levett will help to brand the Prodigy online experience with a series of targeted messages via direct mail, telemarketing and e-mail in the $5 million assignment.
"We had incredible success from the efforts of our marketing programs in the fourth quarter in terms of acquiring new customers," said Jim L'Heureux, senior VP-marketing at Prodigy, so the new focus is on customer retention.
TBWA Chiat/Day, New York, will continue to create image ads for Prodigy, to maintain the momentum from its $30 million effort launched in October.
That campaign includes TV, online, radio and print advertising.
SEGMENTING THE AUDIENCE
"There's a whole consultative, analytical piece of this that is also a part of our assignment," said Lieber Levett Chairman-CEO Bob Lieber. "We know when people log on and off; we have the opportunity to segment [the audience] . . . to tailor services."
Lieber Levett, little more than a year old, recently picked up such other new clients as Reader's Digest Association, Casio and Cigna Group Insurance.
Its current billings are put at an estimated $50 million.
Contributing: Laura Petrecca.