Online Auction ‘Driver’ Eyes Fall Print Push
BOSTON–Harpell/Martins & Co. has been awarded advertising chores for FairMarket, a company whose products drive online auctions worldwide.
The Maynard, Mass.-based shop was chosen for creative development, media chores and some direct marketing work following a review that included TFA/Leo Burnett Technology Group and Partners & Simons, both Boston, said client official Steven Briggs. There was no incumbent.
Harpell/Martins will create a print-based, business-to-business campaign slated to break nationwide in the fall. Billings were not disclosed but are believed to be in the low seven figures.
The media buy for the campaign, which will target Internet companies that could make use of FairMarket’s systems, will include a range of publications read by e-commerce decision makers, Briggs said.
The mission of the advertising will be to help FairMarket sign up as many new clients as possible, said agency official Bill Beardslee.
The company’s AuctionPlace software is currently used by more than 70 sites, including those operated by Lycos, Boston.com, CompUSA, ZDnet and EarthWeb.
Rival OpenSite Technologies in Chapel Hill, N.C., recently completed an agency search, tapping Donino, White & Partners in Atlanta for a $5 million effort [Adweek, June 14].
With more auction sites cropping up all the time, and a key competitor looking to boost its name in the marketplace, it makes sense for 2-year-old FairMarket to commit to a major advertising initiative, Beardslee said.
FairMarket also recently tapped LNS Communications in Cambridge, Mass., for public relations chores.