Business Services Industry
New Campaigns.(Brief Article)
B to B, August, 2002
IAB launches integrated branding effort
In its first major branding initiative, the Interactive Advertising Bureau last month rolled out a $5 million integrated campaign designed to build awareness of interactive advertising. The campaign was developed by Stein Rogan Partners, New York, and will run for one year. Aimed at ad agencies and marketers, the print, online and e-mail campaign has a tagline of ``Interactive. It's the active ingredient.'' The objective of the campaign is to brand interactive media and marketing as a category and to show marketers and agencies that interactive is a key part of the overall marketing mix. The online component broke on July 8 on WSJ.com, Yahoo.com, About.com, and sites in the B2BWorks and DoubleClick online networks....
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