TBWA/Chiat/Day Lands 2 Online Clients

TBWA/Chiat/Day has been named the advertising agency of record for Digital Entertainment Network and IExchange.com, two online companies that are joining the rush to build brand awareness among computer-savvy consumers. Santa Monica-based DEN is an interactive online network that uses entertainment, cultural programming and e-commerce to target young consumers. DEN’s advertising campaign will break in the fall, with an emphasis on 14-to-24-year-old consumers. “We’re in the midst of looking at what the advertising mix will be,” said Ed Winter, DEN’s chief marketing officer. TBWA/Chiat/Day also is readying a campaign for Los Angeles-based IExchange.com, which offers online investment advice to consumers who are using the Internet to shape their personal finances. Initial advertising and marketing will be focused in San Francisco and New York, according to company spokeswoman Susan Hense. The campaign initially will target 24-to-35-year-olds who already are turning to the Internet for investment guidance. It will include Internet postings, subway advertising and banner ads.