PlanetOutdoors.com has selected Crispin Porter & Bogusky in Miami as its agency, according to Larry Weisberg, the Boulder, Colo., consultant conducting the review.
The other finalist was Carmichael Lynch of Minneapolis.
According to the winning agency, the client is projecting a budget of $13 million through next year. The company, a startup Web site specializing in outdoor recreational equipment and apparel, had met with seven contenders before narrowing the contest to two shops.
"We were looking for a creative home run," said Weisberg, who will continue to serve as marketing consultant to the online company while it seeks a permanent vice president of marketing.
The Internet site is slated to launch in about two weeks. Crispin scored points in the review by offering suggestions to move the Web venue forward.
"We told them they needed to go deeper and have a richer content," said Jeff Steinhour, agency partner and director of account service. "The way we talked to them was to make the [site] all encompassing, giving outdoor enthusiasts a place to go for their daily fix."
The client was also impressed with Crispin's work for the state of Florida's anti-tobacco campaign.
"Their creative approach is energetic," Weisberg said.
Company officials related to the South Florida agency's philosophy of creating brands.
Weisberg said there will be a mix of traditional and nontraditional media, with a campaign expected to break before summer's end.
Other shops originally considered included Borders, Perrin & Norrander, Portland, Ore.; Butler, Shine & Stern, Sausalito, Calif.; Ground Zero, Santa Monica, Calif., and Martin/Williams and Periscope, both located in Minneapolis.
"We presented ourselves as the agency for starting a revolution," Steinhour said.