Lycos UK has moved its &£4m UK advertising account from its pan-European agency Leagas Delaney and handed it to through-the-line agency A Vision. Leagas will retain the advertising account for Lycos Europe, but future advertising in the UK will be handled by A Vision.
The agency was appointed following a pitch against three undisclosed agencies. It will work with the portal’s UK media agencies, BBJ and Carat Interactive, to determine what type of advertising to use in the UK.
A Vision founder Andy Marks says: “We are trying to make Lycos more of a lifestyle brand rather than just a search engine.”
Lycos has indicated that advertising in the UK in the short term is unlikely to include TV advertising. “What works really well for us is print and online advertising,” says marketing communications manager Tamsin Smith.
Leagas holds the advertising business for Lycos Europe across ten countries. In the past, Lycos UK has worked with direct marketing agency Tequila/London and Mustoes on a project basis.
A Vision has been in existence for eight years. It works with Sony Walkman, Sony PlayStation 2 and Channel 5. Last year, it put together a brand strategy project for the Royal Shakespeare Company.