Who says old dot-com relationships don’t pay dividends?
Digo’s 1999 launch work for Kozmo.com made a strong impression on CEO Joseph Park, who now, 12 years later, is COO of online fashion retailer Bluefly.
Park invited the New York agency to pitch Bluefly’s creative and media account. Digo (and its media unit Proove) won the pitch against a handful of other unidentified shops, a Bluefly representative confirmed. The brand’s media spending is expected to rise to about $15 million next year.
In recent years, Bluefly’s creative and media business has been in-house. Before that, McCaffery Gottlieb Lane in New York handled the creative assignment.
The Bluefly win comes amid a growth spurt at Digo, a 50-person agency whose other accounts include Memorial Sloan-Kettering, National Jewish Health, and Recyclebank. In the past two months, the shop also has added creative and media responsibilities for both Double Cross vodka and Tastytrade, a trading and financial news show that lives online.
Digo’s first big campaign for Bluefly is expected to break in the first quarter of next year.
Reflecting on the agency’s reunion with Park, Digo president Lee Goldstein said that “doing well for our clients is the best new business strategy. Most of our wins have come from clients who hire us again and again. And we’re extremely grateful for that trust.”
Bluefly’s 2012 media spending projection represents a significant increase from last year, when spending totaled less than $2 million, according to Nielsen. That figure does not include online outlays.