Cybercash Shows K/L the Money

Katsin/Loeb this week unveils its first ad effort for Cybercash, a provider of secure e-commerce payment technology, with print ads featuring the tagline, “Cybercash. E-commerce. Simply.”
The work is the first phase of a $10-15 million national campaign from the San Francisco agency that will continue this fall with TV and online executions.
One of the new print ads uses a picture of The White House. Above it is a word balloon that contains the words: “We’re all proud of you for inventing the Internet, Al. But how come all these other folks are getting rich off it?” In the bottom left corner is the Cybercash logo, tagline and Web site address.
Initially the budget was projected to be in the $1-3 million range, but the client later decided to beef up spending to strengthen its position in the category, said Ken Perez, senior vice president of marketing for Cybercash, Reston, Va. “We’ve been in the [Internet] space for five years … but now is the time for us to flex our marketing muscles and maintain our leadership,” Perez said.
Cybercash competes with companies such as CheckFree and Netbill.