Richards Group to Launch Internet-Videoconference Hybrid
DALLAS–Internet broadcasting service provider Mshow.com has selected The Richards Group to handle its branding and advertising account following a national review.
The two other finalists were Grey Advertising in New York and Cohn & Wells Partners/Euro RSCG in San Francisco.
BrannBlau in Chicago was tapped to handle direct marketing.
The Mshow account previously was held by the Minneapolis office of Bozell Kamstra.
Annual billings were not disclosed, but Mshow has stated it intends to spend about half of the $26 million raised in a recent round of financing for its 2000 marketing budget.
“Richards really impressed us with the quality of their creativity and their rigorous strategic process, which was appropriate for our business-to-business Internet space,” said Bob Bird, vice president of marketing at Mshow.
“We’re not going to be firing gerbils out of cannons or having wild wolves released on a marching band,” Bird continued, referring to the infamous television campaign of Outpost.com, produced by Cliff Freeman and Partners, New York. “We’re more serious than that. We plan to spend money wisely but aggressively.”
A launch campaign is scheduled for April.
Denver-based Mshow.com offers a turnkey videoconferencing service which operates over the Internet, enabling any computer user to participate. A window presents live, streaming video images with sound, while the background of the computer screen can be used to display still visuals, such as slide shows.
“We are thrilled with the idea of working with Mshow.com because we feel that they have a service that will revolutionize the way the world does business,” said Jim McGhee, a principal of The Richards Group, in a statement. “Using Mshow.com will allow companies and people to become more productive and successful than ever before.”
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