Agency.com Cooks Up Interactive for Alton Brown

Agency.com Cooks Up Interactive for Alton Brown

New Campaign Delivers Intelligent Advertisements for Cable Channel Smart Guy

NEW YORK, Nov. 1 /PRNewswire/ -- Agency.com (www.agency.com), the full service interactive agency, today announced the completion of a successful new campaign for Food Network.

The online ad units highlight on-air personality Alton Brown and raise awareness of both his depth of food knowledge and appearance on multiple Food Network programs such as Iron Chef America, Good Eats and Feasting on Asphalt.

The campaign doesn't advertise any specific show, but rather it advertises every show. Each unit uses a flash program to read each computer's system clock and deliver tune-in information for the next upcoming or current show.

The online ads show caricature of Alton Brown through a combination of photography and illustration as he asks various food trivia questions. The potential answers scroll across the screen and invites the user to guess the correct answer. If they select the correct one, Alton provides them with a brief background and history to the answer. Users can then click-through to Alton's page on FoodNetwork.com.

"As one of the network's most visible nighttime personalities, we wanted to show what makes Alton Brown and his shows 'Way more than Cooking'. His in- depth knowledge of food and quirky presentation make him and our food explorer both in the kitchen on the Good Eats set as well as on his motorcycle in the special 'Feasting on Asphalt,'" said Katie Ilch, Marketing Manager, Food Network. "The campaign design is both informative and fun, just like watching Alton."

This online campaign is part of Food Network's overall campaign "With Alton Brown, you will never see food the same way." It raises awareness of the Alton Brown brand as Food Network's Food IQ expert.

The campaign experienced a 6.6% Interaction rate as well as an average brand time of 22 seconds.

"We wanted to let users experience how Alton knows food better than anyone while delivering tune-in and a great overall Food Network brand experience," said Carla Echevarria, Creative Director, Agency.com. "By making the message current, experiential and immediately engaging, we hope to increase chances of tune-in."

About Agency.com

Agency.com is a full-service interactive agency. Since 1995, the company has worked with clients like British Airways, IKEA, T-Mobile and Visa to create engaging interactive experiences. Agency.com is headquartered in New York and has offices in Amsterdam, Brussels, Chicago, Dallas, Dublin, London, Milan and San Francisco. For more information, visit www.agency.com. Agency.com is part of TBWA Worldwide, an Omnicom Group Inc. (NYSE:OMC) company. Omnicom is a Fortune 500 global advertising, marketing and communications company. Omnicom's branded networks and numerous specialty firms provide advertising, strategic media planning and buying, direct and promotional marketing, public relations and other specialty communications services to over 5,000 clients in more than 100 countries.

About Food Network

Food Network (www.foodnetwork.com) is a unique lifestyle network and website that strives to surprise and engage its viewers with likable hosts, personalities, and the variety of things they do with food. The network is committed to exploring new, different, and interesting ways to approach food - through pop culture, adventure, and travel - while also expanding its repertoire of technique-based information. Distributed to more than 85 million U.S. households and five million website users, Food Network ranks first among ad-supported cable networks on year-to year subscriber growth and first among food websites. With headquarters in New York City and offices in Atlanta, Los Angeles, Chicago, Detroit and Knoxville, Food Network can be seen internationally in Canada, Australia, Korea, Thailand, Singapore, the Philippines, Monaco, Andorra, Africa, France, and the French-speaking territories in the Caribbean and Polynesia. The E.W. Scripps Company (NYSE: SSP), which also owns and operates Home & Garden Television Network (hgtv.com), Do It Yourself (diynetwork.com), Fine Living (fineliving.com), and Shop At Home (shopathometv.com) is the manager and general partner.

All trademarks, trade names, service marks, and logos referenced herein belong to their respective owners.

Contact:
Dan Cordella
Agency.com
212 358 5478
dcordella@agency.com

First Call Analyst:
FCMN Contact:

Source: Agency.com

CONTACT: Dan Cordella of Agency.com, +1-212-358-5478, or
dcordella@agency.com

Web site: http://www.agency.com/
http://www.foodnetwork.com/

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