Electronics ‘E-tailer’ Eyes CGN, 5 Others

A half-dozen contenders have emerged in the review for Roxy.com’s $10-15 million ad account.
In the hunt for the assignment are CGN Marketing & Creative Services, Boston; and New York shops Margeotes/Fertitta + Partners; Gotham; Hampel/Stefanides; Angotti, Thomas, Hedge; and Hanft Byrne Raboy & Partners, said Judy Neer, a consultant with Pile and Co., Boston, which is overseeing the search.
Roxy.com will hire “an agency able to build their brand recognition and drive traffic to the site,” Neer said. She declined to discuss why these six shops made the list.
Finalists will be named by early September, Neer said, and a final agency selection is expected shortly thereafter. The winner will become Roxy.com’s first agency of record, handling both creative and media chores. No decision has been made on the type of media that will be used, she said.
The Hopkinton, Mass.-based client operates an e-commerce site specializing in home electronics, including satellite TV packages and audio/video and wireless communications systems. It is seeking a shop to fashion a fourth-quarter branding effort to help it stand out from the glut of “dot com” companies rushing to market [Adweek, July 26]. One possible competitor, CambridgeSoundworks’ hifi.com, recently awarded its ad business to Mullen in Wenham, Mass.
There has been speculation that a public offering for Roxy.com is imminent and that an ad campaign will help position the 3-year-old firm as a public entity. Roxy.com is 40 percent owned by the Fingerhut Cos. unit of Federated Department Stores and expects sales this year of $25 million, up from about $5 million a year ago.
With $42 million in annual billings, CGN was purchased earlier this year by Epsilon, a large direct marketing agency in Burlington, Mass. The shop formerly known as Cone Codley Norwood works for a mix of consumer, technology and business-to-business clients. Its most recent account win is Zone Perfect, a maker of nutritional supplements.