Asher & Partners hopes to enjoy the sweet smell of success with a new beauty product client, InnoBay.com.
The Los Angeles agency landed the estimated $15-20 million account after an informal review of undisclosed Southern California shops.
The shop got its foot in the door through a staffer who knew InnoBay.com founder and CEO Raulee Marcus.
"We weren't just looking for an agency to help communicate our message to consumers, but to be a true partner," said Marcus, a former executive with skin and beauty product maker Neutrogena. She said she also wanted a shop that worked with a broad range of clients, not just online companies.
The account is handled by Asher's new interactive unit, Asherigroup. The unit, which includes staffers from various departments, is headed by account supervisor Laurie MacMurray, previously of Kalis & Savage, Pacific Palisades, Calif.
"The name stands for integrated as well as interactive," said Barry Schoenfeld, partner and director of new business at Asher.
The igroup is also working on other Asher accounts, including Wirebreak.com and Paymybills.com.
The agency, a traditional packaged goods shop for years, is adapting to the new paradigm online. It now claims billings of approximately $40 million from its Net accounts.
Asher helped name InnoBay and is assisting with its content. Creative development and media planning are in the early stages. The company, due to go live with the site by mid-year, says it will sell beauty products not readily available in stores but desired by women who want quality.
"The target is the early adopters," said MacMurray. "It's not so much a demographic as a psychographic." K