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Shops Pursue Monster.com
BOSTON–Perhaps a dozen large agencies preparing to pursue the $75-90 million Monster.com account are expected this week to return initial materials to consulting firm Pile and Co. Incumbent Mullen, Wenham, Mass., has said it will defend. Others include roster shops Lowe Lintas
& Partners and Saatchi & Saatchi, both in New York; Arnold Communications, Boston; and New York shops D’Arcy Masius Benton & Bowles, J. Walter Thompson and Young & Rubicam, sources said. Officials with Pile and Co. could not be reached by press time and the agencies declined comment. The client, a Maynard, Mass., online job-search service, had used Mullen for about two years; recent ads were tagged “Work. Life. Possibilities.”
Yet2.com Taps Zentropy Partners, Matzell
BOSTON–Yet2.com, a global marketplace for the exchange of intellectual property on the Internet, has selected Interpublic Group unit Zentropy Partners to enhance its Web site. Zentropy will attempt to develop a customized site to offer customers an easier way to buy and sell intellectual assets. The Cambridge, Mass., agency beat out competitors including Agency.com, Boston; Razorfish, Cambridge; Rare Medium, Atlanta; and Concrete Media, New York. The site had originally been developed by Hill, Holliday, Connors, Cosmopulos, Boston, which also developed banner ads for the client, which pronounces its name “Yet to come.” Yet2.com also tapped Matzell, Richard & Watts, Boston, for traditional media advertising chores. Budgets were not disclosed.
Massachusetts Tourism Makes PR Selection
BOSTON–The Massachusetts Office of Travel & Tourism has selected Development Counsellors International for its $225,000 public relations assignment. Work for the New York shop will include editorial placement and press relations. Irma S. Mann, Strategic Marketing here handles MOTT’s advertising assignment and remains the lone contender for the Commonwealth’s Office of Business Development business, which at press time had yet to be formally assigned.
Husky Hardwood Selects Barber Martin
BOSTON–Barber Martin Advertising has been hired by Husky Hardwood Floors for a national campaign budgeted in excess of $1 million. The Boston client manufactures of pre-finished hardwood flooring. Broadcast and print ads from Barber Martin, Richmond, Va., will break in the fall.
A Renaissance for KGA Advertising
BOSTON–Furniture Renaissance has named KGA Advertising its first agency of record. The Middletown, Conn., shop will handle strategic planning, creative development and media buying for the client’s Samuel Bent subsidiary in Gardner, Mass.
O’Neal & Prelle Reunion Is Planned
BOSTON–Bill O’Neal, a long-time principal of recently defunct O’Neal & Prelle, is organizing a July 31 reunion of staffers who worked at the Hartford, Conn., agency during its 66 years of operation. The bash, priced at $25 per-head, will be held at Carbone’s restaurant, Hartford. O’Neal can be contacted at (860) 349-0018.