The aim of the advertising is to increase membership for two of BCA's book clubs: and World Books. TBG says it will promote bol.com via search engines and shopping portals, using pay-per-click software.
The digital marketing agency also plans to improve recruitment methods through an email marketing campaign, transforming successful offline direct marketing campaigns into online messages.
TBG says that is has strong experience in the music and book club market, providing Britannia Music with more than 100,000 enrolments in 2002.
Simon Mansell, commercial director at TBG, said: "BCA have chosen TBG as we are known to be extremely aggressive, even though we are small in comparison to those we were up against at pitch stage. The initial six-figure test budget will allow us to significantly increase market share, starting with a pre-Christmas push."
TBG is based in London and works for companies including Vauxhall, Time-Life, Virgin Cars and Tiscali.
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