Cliff Freeman Gets $30 Mil. ‘Mob’ Hit

Cliff Freeman and Partners has won creative duties for MobShop.com, with a TV, online and outdoor effort scheduled for fall that will boost the year 2000 ad budget to close to $30 million, sources said.
Cliff Freeman won the account after an informal review and last week launched a print and radio campaign that announced the company’s name change from Accompany. Privately held MobShop.com in San Francisco is a buying network that joins consumers via partnerships with other Web sites, such as iVillage.com, Quicken.com, Deja.com and About.com, to drive down product prices through bulk buying. The higher the number of orders placed during a specific buy cycle, the lower the prices on the products.
Last week, a buy cycle for the Palm V, made by 3Com, secured 1,000 customers within two days for $224 per person, compared to a standard retail price of about $330, said Jonathan Ehrlich, a client co-founder and vice president of marketing.
“The power of group buying is reversing the supply-demand model to demand-supply,” said Charles Rosen, the agency’s director of business development, when asked how the ads will position the client. “MobShop helps consumers help themselves by being supplier agnostic. It lets consumers dictate the price.”
Currently, the service focuses on electronics, computer hardware and software, and sporting goods. But it will soon offer cars and travel and leisure, said Ehrlich.
He said the company selected Cliff Freeman because the shop has “impeccable creative credentials and people who understand our business and the Internet.”