Egghead to Rise Again via Grey

$50 Mil. Effort Will Announce Metamorphosis Into a Web Firm
SAN FRANCISCO–Egghead is getting a face-lift.
The computer superstore, once a familiar presence at shopping malls around the country, plans to launch a $50 million campaign to spread the word about its redesigned Internet-based business. Grey Advertising’s San Francisco office will design ads repackaging the store as an online electronics hub.
“They are giving us time to reposition the brand,” said Kieran Hannon, co-managing director at the agency. “We need to reconnect Egghead with the consumer marketplace and business marketplace.”
Grey won the account after a national review of 14 agencies. The other finalist was Black Rocket in San Francisco. Egghead officials said Grey was the ideal choice because it can both build a brand and help direct more international business to the Web site.
Egghead closed its roughly 215 bricks-and-mortar retail locations 1997. The company merged with a rival, Onsale, last fall.
Agency officials did not detail specifics of the upcoming campaign, but said they will likely position Egghead as a better alternative to local software sellers. The company now offers consumer electronics, an auction site and computer hardware.
The branding campaign from Grey will break in the fall, although some print executions may appear earlier in trade publications.
The Egghead account is the latest in a series of wins for Grey. The agency won NorthPoint Communications and Tradiant over the winter. It also handles ads for Oracle and several other clients.
“The agency has retooled, revitalized and reinvented itself,” said Alan Randolph, co-managing director and creative director. K