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| Heidrick Leadership Services |
| Biz360 |
| ValueClick |
| Hiway Technologies |
In 1998 ValueClick was a 2-person company with a big idea: pay-for-performance online advertising.
Bravo! Marketing launched ValueClick with a complete corporate identity and an integrated program of public relations, advertising and sales support. ValueClick soon emerged as the leader in its category.
Even though ValueClick was succeeding, and selling out 100% of its advertising inventory every month, Bravo! recognized that they faced a strategic problem. ValueClick was trying to sell on a “cost per click” basis, but most media planners were buying ValueClick as a source of low-cost CPMs. We recommended a new positioning: “ValueClick Drives Traffic.”
This positioning emphasized the benefit of ValueClick's model, rather than the model itself. It also created the opportunity for the company to expand into other traffic-driving services such as email marketing. We rolled out this new positioning through an integrated advertising, direct mail and PR campaign.
From 1998 to 2001 ValueClick grew faster than the Internet itself. In January of 2000 DoubleClick made an $85 million strategic investment in ValueClick. In March of 2000 ValueClick went public, raising $75 million.
“It was no surprise that we called Bravo! again when I got involved with ValueClick, now the worldwide leader in pay for performance banner advertising.”
— Steve Umberger, President, ValueClick International
