Donino, White Gets to Build This

Sales, Financial Services Supersite Assigns $30 Mil. Ad Account
ATLANTA-Donino, White & Partners continued its high-tech hot streak last week, adding the $30 million account of
“We call it a virtual Internet city. But when you look at it, you see specialized products and services and all kinds of different sights and sounds that will attract people to the city and get them to buy things from the city,” said agency president Frank Donino. “Once we position it, people will see there’s no difference between real city and online city.”
The Atlanta Internet and technology specialists won the account with an assist from the local office of Ogilvy & Mather. Ogilvy was in discussions with the client but had numerous account conflicts.
“1globalcity is a megasite in many categories, and we were conflicted over many of them,” said Ian Latham, managing director at Ogilvy in Atlanta. “They have a coffee component, we’ve got Maxwell House; they’ve got a travel component, we’ve got American Express. We couldn’t see our way to working with them.” Latham then referred the client to DW&P.
Don Thompson, chief marketing officer for the Largo, Fla.-based client, said he did not need to hear from any other agencies after listening to Frank Donino’s pitch.
“He came in to us a little bit suspect, with a little cynicism, and I liked that,” Thompson said. “We had to sell ourselves to him as much as he had to sell the agency to us. That was part of the reason everything happened so quickly.”
Donino said the shop is preparing a “massive branding effort [that] will contain all the facets” of media in second-quarter 2000.
The online venue will offer 24-hour banking, investment, brokerage, long-distance phone and classified ad services. It will also allow users to buy everything from homes and cars to prescription drugs, toys and flowers. Live customer service operators will be available.
Thompson said he hoped to escalate the ad budget to $60 million by the site’s June launch.