Swirl Picks Up Pair of Web Clients

National Campaigns Planned for Referrals netLibrary, Arriba Soft
SAN FRANCISCO–Swirl’s recent wins of netLibrary and Arriba Soft’s accounts add nearly $25 million in billings to the agency, and will require it to churn out two national ad campaigns in fairly short order.
Swirl won both accounts without formal reviews. Initially, netLibrary, Boulder, Colo., a provider of electronic books (eBooks) over the Internet, had been talking with shops in its home state. Swirl entered the picture when it was recommended by the client’s public relations firm, Fleishman-Hillard, San Francisco, which has worked with Swirl. The company awarded the shop its account after just one chemistry meeting with agency principals Martin Lauber, Colin Cook and Eric Roos.
“Swirl was a good fit for us because we were looking for a [newer] agency that could handle online responsibilities and also show us strong traditional advertising abilities,” said Dave Melancon, chief marketing officer for netLibrary.
“Things don’t usually happen that quickly,” said Roos, Swirl’s director of account planning. “You wish all business could be like that.”
Swirl will create a national multimedia campaign to launch in late summer or early fall, according to Melancon. The agency will also create a college campus marketing campaign for netLibrary and help revamp its Web site, he added.
The company, which launched in March, has plans to relaunch the site with Swirl’s campaign, said Melancon. “We provide eBooks primarily for academia right now, but we have plans to provide more mainstream titles in the future,” he said.
The site currently offers more than 2,000 titles in electronic format, and visitors can view and download texts online, and even check out eBooks, just as they would at a regular library.
Separately, Swirl is working on a campaign for Arriba Soft, Naperville, Ill. The company, which offers access to a wide array of media images via the Web through its Arriba Express and Arriba Vista programs, plans to change its name and relaunch its brand later this year, said Roos.
Swirl also won Arriba Soft’s account through a referral. Web shop Razorfish, New York, which handles work for the client’s Web site, has worked with Swirl and recommended the agency for the account, according to Roos.