Display media and affiliate marketing to be added to search engine marketing activity

London 19 November, 2010… Fat Face, the active lifestyle brand, has selected independent digital agency Blue Barracuda, to handle its digital advertising activity. The agency will produce and execute a strategy to plan, buy and optimise online media and affiliate marketing for Fat Face in order to drive online brand awareness and recruit new customers. The activity will be integrated with search engine marketing on Google, Bing and Yahoo!, which has been managed by Blue Barracuda for four years.

Blue Barracuda will use creative designed in-house by Fat Face, which clicks through to the relevant area of the site. A highly targeted media campaign will use targeting and retargeting initiatives across advertising exchanges and networks such as ExchangeLabs and Struq - using dynamic creative - as well as social graph targeting. The agency’s affiliate marketing team will manage relationships with key networks and super affiliates, such as voucher code sites, as well as seeking partnerships with relevant brands. The search team will add tools such as Google Places and Google Products to its existing activity as well as running remarketing campaigns to drive reach and to inform the display advertising.

Alison Shears, Direct Marketing Manager at Fat Face explains, “Blue Barracuda has managed our search engine marketing for a number of years and we have always been impressed with the agency’s attention to detail and willingness to go above and beyond targets. By consolidating all our online marketing activity into one agency they will be able to help us drive incremental online sales and revenue.”

Martin Talks, CEO of Blue Barracuda adds, “Fat Face is a strong brand with a good heritage and a loyal customer base. Its marketing activity has been very successful to date, but we can help to increase the percentage of new users to the site, whilst increasing the lifetime value of existing customers. We’ll look at carefully targeting potential customers using sophisticated technology and targeting techniques and minimising media wastage. Display, search and affiliate marketing can work together with insights shared across the teams to ensure we continue to optimise the campaign.”

About Fat Face
Fat Face is an active lifestyle brand that sells kit for men, women and kids as well as footwear, jewellery, and accessories. It is a multi-channel brand with a network of 186 stores, mail order catalogues, a fully interactive website and a growing wholesale operation.

Fat Face was acquired by Bridgepoint in May 2007.
Rachel Follett - Communications Manager
Email: pr@fatface.com
Telephone: 0239 2441 117

About Blue Barracuda
Independent digital agency Blue Barracuda is committed to Living Digital, matching communication tools and technology with real, timeless human needs and business objectives. The agency does this by taking a strategic approach backed up by a full service online marketing offering ranging from brand creation and launch, conception and production of online creative, including video and audio, online marketing, email, social media and site design and build. www.bluebarracuda.com

For further information please contact,
Joanna Burton
PR Director
Blue Barracuda
+44 (0) 20 7923 6840

Published on: 10:46AM on 19th November 2010