Lowe & Partners/SMS will launch a $25 million national campaign this fall to promote Internet startup 800.com, a retailer of consumer electronics and home entertainment products.
Lowe, San Francisco, won the job following a review that included crosstown finalists Winkler Advertising and JWT West.
The review was led by 800.com's chief marketing officer, Timothy Zuckert, who recently joined from Disney Interactive, where he was vice president of sales and marketing.
"[Lowe] has people who have a lot of integrity," said Zuckert. "They share many of the same values we do for creative, innovation and strategic thinking. They also have a deep understanding of what differentiates 800.com from our competitors."
"This is a wonderful opportunity to build a brand," said Buz Sawyer, managing director at Lowe. "They have some terrific tools backed up by a solid business model that we think will make a difference in the [e-commerce industry]."
The company is still working out its strategy with Lowe for an upcoming ad campaign, Zuckert said. However, it will most likely pursue broadcast, print and online efforts.
Lowe will collaborate closely with 800.com's in-house ad team, which will continue to produce some online ads, said Zuckert.
The Portland, Ore.-based company went online last fall, but officially launched Aug. 9. It currently uses the tagline, "Electronics made easy." It sells products such as TVs, VCRs, DVDs, movies and video games.