Concentric Has $50 Mil Out There

With $20 Mil. Investment Under Its Belt, Client Seeks an Agency
SAN FRANCISCO–Internet service provider Concentric Network is conducting a review for its estimated $50 million advertising account, said sources. It has contacted agencies nationwide, but is especially interested in those with West Coast presences.
Concentric Network in San Jose, Calif., started asking shops for credentials last month. The client is already considering a list of agencies that it expects to narrow down to a group of finalists this month, said sources.
The client did not return calls by press time.
In the second stage of the review, agencies are being asked to demonstrate their understanding of Concentric Network’s business and its competitors, which include America Online, Ameritech and EarthLink.
In addition, the client is requesting that agencies offer up ideas on how they would brand Concentric Network with advertising directed primarily at the small to midsize business market.
The remaining contenders will make presentations to...