Event411.com Launches First Agency Search

A new Web portal is on the hunt for its first ad agency.
Event411.com, a comprehensive online event planner, has begun a search for an agency to handle its $5 million account, according to Lawrence Howorth, the company’s chief operating officer. There is no incumbent. Both creative and media buying duties are up for grabs, said Howorth.
“We need a full marketing plan,” he said. “[We need an agency to] come in and position us and look at all the parts of the launch.”
A shop in the Los Angeles area would be preferable, said Howorth, but the client is willing to look elsewhere. Interested agencies should have new product launch and Internet experience, he added. Advertising will consist of online, print, broadcast and outdoor executions, as well as cross-promotional tie-ins.
“We’re going to take a fair amount of care in selecting an agency,” said Howorth. “They need to have a good fit with what we’re trying to do and with our culture.”
The search is being handled by Howorth and Susan Nia, the company’s vice president of marketing.
The Culver City, Calif.-based company, formerly known as CyberStudios, launched the Web site earlier this month. Last year it launched two other sites, Wedding 411.com and Bar/BatMitzvah411.
com, which have now been integrated into Event411.com.
The combined site enables users to organize personal and business events, including birthday parties, graduations and company picnics, as well as weddings and bar and bat mitzvahs. It gives users the option of using an established event site or customizing their own through its event planning options.
Event411.com was founded in 1996 by chairman and chief executive officer Steven Koltai. Koltai was formerly a senior corporate executive at Warner Bros. and founder and general manager of Warner Bros. Online.