Beliefnet converts Saatchi with $15 mil assignment

Petrecca, Laura
February 2000
Advertising Age;2/28/2000, Vol. 71 Issue 9, p8
Trade Publication
This article deals with the launch of a branding campaign for spirituality Web site Beliefnet.com by advertising agency Saatchi & Saatchi in February 2000. The agency is charged with spreading the word to consumers about Beliefnet.com's varied offerings--which include content on religious topics ranging from wisdom of the Dalai Lama to Jewish cooking tips. According to Beliefnet.com CEO Tony Uphoff, Saatchi's out-of-the-box thinking helped the agency stand out in the competitive review among other contenders he declined to name. The company hopes to build revenue through electronic commerce and advertising. The site sells religious books, music, and alternative health and travel services at its online store. Uphoff says the U.S. market for spiritual products in those categories is $41 billion.


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