Office.com Finds a New Home

Win Puts TBWA\C\D’s New York Office Over $400 Mil. Mark
NEW YORK–TBWA\Chiat\Day has landed creative and media duties for Office.com after a review. Billings are estimated at $30 million.
In addition to traditional advertising, TBWA\C\D will create Web ads. The shop was chosen over the other undisclosed contenders be-cause of its creative and strategic smarts, as well as its ability to integrate on- and off-line advertising, said a client representative.
TBWA\C\D now claims billings of more $400 million–up from about $200 million in April 1999, when Carl Johnson took the reins as president. Since then, the shop has added clients such as Circuit City, Martell Cognac, delivery site Kozmo.com and travel site Orbits.com.
Lately, the agency has also become more active in new business; currently it’s pursuing Kmart’s $100 million account [Adweek, Aug. 7] and Monster’s $75-90 million business [see Hotline, p. 8].
Office.com’s search was steered by Stephanie Fierman, vp of marketing at the New York-based client. Fierman, a former executive at Chase Manhattan Bank, joined the company last year.
A unit of Winstar Communications, the site provides content, services and advice to small-business operators via the Web. Competitors include SmartAge.com, AllBusiness.com and Onvia.com.
TBWA\C\D’s Johnson, who led a strategic pitch for the business, said, “We want to help them drive and dominate this expanding category–their ambition matches ours.”
Previous TV ads, from Cliff Freeman and Partners, used quirky characters in everyday settings to show that inspiration can strike at any time. Cliff Freeman parted with Office.com in January. Interactive duties previously were handled by Darwin Digital here. Spending on the brand was limited last year but has picked up considerably in 2000. Through May, Competitive Media Reporting had recorded about $18 million in measured media; last year, the total was just under $2 million. K