BENSIMON/BYRNE PICKED BY POINTCAST
By Adnews Staff
PointCast Canada Inc. of Toronto handed its account recently to Bensimon/Byrne, also of Toronto. The agency will handle the Canadian launch of PointCast's self-titled Internet-based news network later this month. Bensimon beat out two other rivals in a "short, non-traditional" competition, PointCast spokesperson Eugene Bersenas told Adnews yesterday. The ad campaign will begin in September and will focus mainly on newspapers. However, other media, which Bersenas would not specify, will be used briefly at the outset for short-term effect. PointCast combines the delivery and frequency of broadcast with the exploitation capability of the Internet. It enables an advertiser to deliver an animated commercial directly to a user's computer.