Dot.coms Test Waters




N.Y., S.F. Agencies Eyed for Accounts
NEW YORK–Two more dot.-coms have gone into review and expect to reach decisions on new agencies before the year’s end.
Techies.com, a Web site featuring job opportunities for technology professionals, is looking for a shop to handle its $15-20 million account.
Tom Tracy, director of marketing and communications at the Minneapolis company, said it will not renew its contract with Bozell Kamstra, also in Minneapolis, which ends in January 2000; it is looking for an agency based either in New York or San Francisco.
“We are looking for agencies that understand the technology space,” said Tracy. “But because our business model is different, it’s also important that they know how to function as a fast retail piece of business.”
A Kamstra representative said it is resigning the account. Techies now uses a TV, print and interactive campaign by Kamstra. Tracy said about 12 RFP’s have been sent out and the list will be cut to three to five contenders by today. Techies plans to decide by Dec. 19.
Another business looking for a shop is DormNow in New York. The company operates DormStore.com, a furniture e-tailer for students in dorms, as well as the auction site StudentAuction.com.
The company expects to spend about $9 million, said one source. Neal Batra, president and CEO, said DormNow is just starting a search for its first agency. “We’re several weeks away from nailing it,” he said.
Agencies contacted by DormNow include Frierson Mee + Kraft, Mad Dogs & Englishmen, and the Blum Group, all New York. “A hundred percent of DormNow’s market is on the Internet,” said Alan Blum, president and CEO of Blum Group.