Atlanta Duel for BrightLane

Final pitches took place Friday between Fitzgerald & Company and Donino, White & Partners for the account.
A representative of the marketing consultancy conducting the search said the business would bill “at least eight figures.”
Fredda McDonald, director of marketing development for Meridian Management in Atlanta, confirmed Fitzgerald and Donino as the two finalists in the fast-track search.
The agency competition for, which began only two weeks ago, will have a winner by the end of this week, sources said.
Sources estimated the media budget for the new Web site, aimed at small businesses, was $20-25 million, a figure McDonald denied.
“No budget has been set . . . but to say it will be over eight figures is realistic and correct,” she said.
According to sources, three other agencies participated with the two Atlanta shops in an initial round: U.S. Web/CKS and Match, both Atlanta, and San Francisco’s Miller/Huber Relationship Marketing.
CKS is currently the agency for Net-B nk, an online service created by T. Stephen Johnson, chairman of
According to corporate literature, is “an Internet supersite that uses the collective buying power of its members to get group rates on a wide variety of essential business services,” including banking, payroll, benefits and recruitment.
Both agencies also confirmed they were finalists but otherwise declined comment.