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Brodia Talks to Shops

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Benza Heads Review of $15-20 Mil. Account
SAN FRANCISCO--Brodia, a free, Web-based shopping service, is talking with a handful of undisclosed Bay Area shops about its $15-20 million ad account.
The informal review is being handled by Brodia's new vice president of marketing, Ron Benza, former general manager of McCann-Erickson, San Francisco.
Benza resigned from the agency earlier this summer to pursue other interests [Adweek, June 14]. The move came just weeks after McCann and Anderson & Lembke, San Francisco, were jointly awarded Microsoft's estimated $50-100 million Windows account.
"I had intended to take an extended sabbatical," said Benza. "But this opportunity with Brodia came up and I said, 'This is the one.'"
Benza said Brodia is already working with a select list of finalists, and could make a decision as early as this week.
"We want to get on the air by October, so we need to make a quick decision," said Benza.
Benza said the winning agency will be responsible for creating broadcast, print, outdoor and online advertising.
Brodia, San Francisco, formerly Transactor Networks, recently received a $30 million investment from Capital Z Financial Services Fund II, L.P. and Draper Fisher Jurvetson. Benza said the e-commerce company is working to arrange more venture capital funding, and plans to pursue an initial public offering at some point next year.
Brodia's free and secure "remote-control shopping" service allows consumers buying products online to access an "e-wallet" that can hold multiple credit-card numbers and shipping addresses. The service can also catalog the favorite shopping destinations of consumers so they can receive incentives and special offers from their favorite retailers.