Drugstore.com Expected to Spend $30 Mil.
CHICAGO–Fallon McElligott president and creative director David Lubars said he is looking forward to the breakneck speed new client Drugstore.com will require of his agency.
“All of these [dot-com] companies want to go fast,” he said. “It good for us as an agency to move quickly.”
Fallon’s first work for the Drugstore.com is expected to break this fall. The Minneapolis shop was named agency of record last week for the Internet retailer’s estimated $30 million account after a four-week review that involved undisclosed contenders [Adweek, Aug. 2].
Left Field Advertising, San Francisco, will continue as the company’s online advertising agency.
McCann-Erickson, Seattle, had recently been enlisted to create more traditional advertising on a project basis. Sources indicated Drugstore.com’s new investors, Rite Aid Corp., Camp Hill, Pa., and General Nutrition Centers, Pittsburgh, were were not pleased with a McCann campaign that touted the benefits of shopping for personal items in the privacy of one’s home.
“They had positioned themselves as a better alternative to bricks-and-mortar stores, but there’s a much better story there,” Lubars said.
Drugstore.com recently raised $90 million from an initial public offering. As much as $30 million of that could go toward advertising, sources said. –with Teresa Buyikian