Handbag picks Joshua for integrated campaign

Handbag.com, which claims to be the UK’s leading site for women, has appointed Joshua as its new advertising agency.

Joshua has been asked to develop a series of integrated, promotional campaigns targeting new and existing users of the site. The account is said to be worth a seven-figure sum.

Handbag.com marketing director Alicen Stenner says: “We were impressed with Joshua’s experience of through-the-line advertising and planning skills, which were demonstrated when it developed our customer newsletter.”

Jointly owned by Boots and Hollinger, publisher of the Daily Telegraph, Handbag.com claims to be bigger than rivals iCircle.com (owned by Freeserve), Femail.co.uk (owned by Associated Newspapers) and iVillage (a joint venture between iVillage of the US and Tesco). It claims brand awareness at 44 per cent and ABC Electronic (ABCE) audited figures of 367,000 unique users.

Sales promotion campaigns in 2000 with Boots Health & Beauty magazine and the New Covent Garden Soup Company have had “widespread success”, says a Handbag spokesperson.

Joshua director Michael Miley describes Handbag as “a dot-com that’s here to stay and a brilliant win. This is a truly integrated account. Our brief is to develop the Handbag.com proposition to attract users, which we will be doing through advertising, onand offline promotions, e-mail marketing and trade marketing.”

The handbag.com site includes features, advice, Q&As, free Web access, e-mail, news, information and online shopping.

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