Eyeblaster appoints Lean Mean for first ad campaign

by Staff,, Brand Republic 13-Oct-04, 08:00

LONDON - Technology firm Eyeblaster, behind many of the ad formats seen on the internet, is to lead by example with its first online advertising campaign, created by Lean Mean Fighting Machine.

Lean Mean Fighting Machine was appointed by Eyeblaster without a pitch, with a brief to develop a rich-media campaign for the company. In the past, Eyeblaster's promotional work has been based around sponsoring industry awards.

Nitzan Yaniv, business development director at Eyeblaster, said: "We feel it is time for us to put our money where our mouth is and commission our own advertising.

"We appointed Lean Mean because we believe in its ability to create original ads that will get people talking. We were impressed by the work it has done for other clients, and wanted it to do the same for us."

The campaign is due to run in the UK in November and then next year in other markets.

Tom Bazeley, managing partner at Lean Mean, said: "The subject of creativity in online advertising has been discussed to death in the last 12 months, yet still the latest online campaigns lack the creative integrity of the best above-the-line advertising.

"Eyeblaster's technology gives creative agencies a lot of scope to make really interesting advertising, and that's exactly what we're going to do for it."

If you have an opinion on this or any other issue raised on Brand Republic, join the debate in the Forum here.