TBWA\Chiat\Day is charged with shifting consumers' perceptions of from its original brand proposition of searching the internet by asking questions, to promoting it as an advanced search engine for finding fast, relevant information every day. The agency will create ads for online and traditional media, with work expected to appear in late spring or early summer this year.
Ask Jeeves has spent the last two years improving its core search technology, as it seeks to compete with engines such as Google. It has added upgrades including a new Smart Search, which lets people conduct either broader or narrower searches.
Heather Staples, chief marketing officer for Ask Jeeves, said: "Our efforts over the past two years have transformed Ask Jeeves into a world-class search engine that blends quality results with tools that help people search more successfully.
"With site satisfaction at an all-time high, we are now ready to let consumers search again with Ask Jeeves."
Sister agency TBWA\London works on , the UK version of the site.
Michael Allen, president of TBWA\Chiat\Day San Francisco, said: "Ask Jeeves is a respected and long-lasting brand with an incredible success story to tell. We understand its core business and are excited to start working with it to help define and market its unique capabilities and products."
Last year, Ask Jeeves in the US said it was dropping banner advertising and focusing on sponsored searches.
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