IAB Appoints Agency To Boost Image In Online Push
The Interactive Advertising Bureau has appointed integrated brand and design agency Neoco Design to revamp its corporate identity and assist in the push to accelerate internet advertising spend.
The appointment of Neoco will help the IAB handle a raft of recent marketing communications initiatives, as well as unify the IAB brand in anticipation of a growth in its industry role. Amongst Neoco’s tasks will be to develop the IAB’s new corporate identity, including families of logos to be used by companies across the new media industry.
The IAB is also planning to launch the first of a series of monthly ‘ebooklets’ and industry magazines this month, focusing on a range of topics affecting businesses advertising online. As part of the initiative Neoco will create microsites and specialist online publications that help teach marketers how online advertising works.
The activity will support the IAB’s events and exhibition programme as the group extends its conference programme. Other aspect of Neoco’s work includes developing specialist booklets that support the IAB’s five strategic industry growth programmes of marketing, research, standards, public affairs and training and development.
Commenting on the appointment Benn Achilleas, founder and creative partner of Neoco Design, said: “The IAB is the driving force behind the online advertising industry and it has grown phenomenally since its launch in 1997. It has an intensive marketing communications programme and dozens of initiatives that require a re-evaluation of its brand communications. We will pull together all the projects and unify them under a single identity.”
Danny Meadows-Klue, IAB chief executive, added: “The work of the IAB has accelerated as online advertising reached its tipping point. We’re running more than fifty conferences a year now and we need flexible partners that can deliver at the pace of this industry. We chose Neoco because of their ability to manage design projects across media channels, and produce the quality of work needed by a trade association at the heart of the marketing industry.”
Last month saw the IAB release figures on internet adspend, indicating a massive increase of 76% in the first half of the year to just under £267 million. The increase takes the medium’s share of overall UK adspend to an all time high of 3.2%, placing it well ahead of cinema and putting it on track to reach its goal of overtaking radio by 2007 (see Internet Adspend Rockets By 76% In First Half).
IAB: 020 8683 955 www.iabuk.net
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