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bluechilli - the hot source on the Internet


News release chilli - 1
June 8, 2000

bluechilli - the hot source on the Internet

New Zealand’s most comprehensive online advertising solutions agency – bluechilli – launches today (Thursday, June 8, 2000).

Based in Auckland, bluechilli provides New Zealand’s advertising agencies and their clients with the first full service facility to manage Internet campaigns from beginning to end.

The company plans, negotiates, buys and post analyses online advertising space as well as supplying creative and production resources where an advertising agency has none.

The new venture is an initiative of The Radio Network (TRN). TRN Director of Independent Business Units Lynley Marshall said bluechilli was born out of a demand from existing clients for a totally interactive agency.

Ms Marshall said research had revealed advertisers and agencies were looking for guidance in how to reach and communicate with New Zealanders on the ‘net.

“While bluechilli takes TRN into online territory it does so from an established and highly credible base, building on the expertise and relationships we’ve forged with advertising agencies over many years,” Ms Marshall said.

“In that respect, we’re starting ahead of the field – coupled with the fact we have the global perspective and international partnerships through TRN’s parent company Clear Channel Communications Internet Group (USA).

“The knowledge we’ve gained from the Clear Channel Internet group has been invaluable in enabling us to leapfrog many common mistakes,” Ms Marshall said.

“As worldwide growth continues to accelerate and visitor numbers skyrocket, no one can continue to ignore the Internet as a communication channel. It provides huge opportunities to tailor interactive marketing messages to the right customers, at the right time and in innovative ways.”

Ms Marshall predicts agencies will try to handle new media growth in the dot.com era by either expanding their internal capabilities or working with new model agencies like bluechilli.

“A strength of bluechilli is the expertise we are bringing to the New Zealand market from the strategic alliances we have forged with top Australian interactive agency NetX and worldwide industry leader DoubleClick.

“bluechilli brings new standards of creativity and production expertise to web communications in NZ as well as a global perspective on local Internet usage. We have the ability to reach New Zealanders on the net – wherever they go,” she said.

Other business units under Marshall’s direction include The Radio Bureau and IRN – Independent Radio News.

bluechilli Strategic Media Director Diane Maxwell says local online advertisers currently cater mainly for Kiwis visiting local sites.

“We know that as much as 70 per cent of the time Kiwis spend on the ‘net is on International sites. The challenge is to get New Zealand brands and New Zealand advertising onto those great International properties. We’ll be exploiting our own International alliances, including our relationship with Double Click to make this happen.

“With a Double Click product called DFA, we deliver comprehensive pre-click and post-click reporting. Reporting is generated in real-time enabling clients to pinpoint traffic increases to the minute,” Ms Maxwell said.

“Understanding how New Zealanders are using the net is not a static process; habits are evolving and changing as the market changes. We’re using ongoing qualitative and quantative techniques to ensure our information is about what the consumer is doing today — not yesterday or last year.

“Our site is a good starting point for information on the whole online advertising process. There is lots of debate to be had about the Internet as a branding tool, or a brand response mechanism and the like. We’re ready to do that, both on and offline.”

Whether a planner wanted to learn more about measuring ad effectiveness or a marketer was seeking information on how ad exposure influenced brand perception, the site at www.bluechilli.co.nz would provide the answers in a language advertising people could understand Ms Maxwell said.

The partnership with web production and online media planning company NetX added the services of a superior creative team to bluechilli’s arsenal.

NetX Managing Director Miles Joyce said the agency’s team had earned an international reputation throughout Australasia for ground-breaking creativity on the web, building truly interactive brands.

“It’s important to understand the web is different from any other medium out there. Typically agencies are putting press ads on the Internet. The real issue is understanding the potential of the web and creating marketing messages which capitalise on that,” Mr Joyce said.

NetX is rated one of Australia’s top three online agencies and clients include Fairfax Group’s F2, Optus, Disney, Westpac and Westfield.

ends

Issued by 141 Palace Plus for bluechilli

Contacts:
Lynley Marshall Diane Maxwell Deborah Pead
Director, Strategic Media Director Managing Director
Independent Business Units bluechilli 141 Palace Plus
TRN
Tel: 0-9-302 9078 0-9-302 9078 0-9-358 0141
Mob: 021-680 147 021-300 373 021-612 919
email: lynleym@trb.co.nz dimaxwell@yahoo.co.nz deborahp@palaceplus.co.nz

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