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Agency Will Fashion Intro Strategy for N.Y. Times’ Online Group
BOSTON-Abuzz Technologies has selected Allen & Gerritsen to help it fashion marketing strategies supporting the online service’s launch next year.
The Watertown, Mass.-based shop bested TFA Leo Burnett Technology Group here in the final round of a review.
The Cambridge, Mass.-based client-a unit of The New York Times Co.’s digital publishing group-is looking to launch Abuzz.com early next year. The site will enable users seeking answers on specific topics to link up with other people who have similar interests.
Officials at both Abuzz and Allen & Gerritsen stressed that the media budget has not been finalized, but sources pegged spending in the $15 million range.
The agency was chosen based largely on “chemistry” with client officials, said Christine Mohan, marketing director at Abuzz.
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