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Buy.com Closes In on a Decision

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Web Superstore Looks at Handful of Shops
LOS ANGELES--Buy.com, an Internet retailer of computer hardware and software and other consumer goods, is entering the final round of an agency search.
Officials with the Aliso Viejo, Calif.-based company would not discuss the search, which is being conducted in-house. The company is expected to spend $25-30 million on an upcoming campaign, said sources.
Buy.com is talking to Southern California shops including DDB and Grey Advertising, both Los Angeles; Rubin Postaer and Associates, Santa Monica; and Young & Rubicam and Bates USA West, both Irvine.
Buy.com, founded in 1997, has handled its own often irreverent marketing efforts in its short history. A 1998 print ad that used the line "Save a shitload of money.com" was rejected by Fortune, which has a policy forbidding profanity except in direct quotes. Instead of producing an expensive TV commercial for the Super Bowl this year, the company used a stark black-and-white spot that simply spelled out the words Buy, followed by .com.
The site itself is an e-commerce portal that links 10 specialty stores, offering tech product reviews, searchability across categories, product recommendations and other services.
It was recently named "Best of the Web" in its category by Forbes magazine. K