Donovan Group will break the first branding campaign for SupplierMarket.com within a few months.
The Burlington, Mass.-based client launched its Web site in October. The venue enables manufacturers to buy and sell goods on the Internet.
Donovan won the multi-million dollar account after a review of undisclosed local agencies. There was no incumbent. The Northborough, Mass., shop will handle creative and media chores.
"It's a very big growth account for us because of their market potential," said agency president Michael Donovan.
A national campaign will target chief executives and business owners, most likely using print ads in regional newspapers and trade magazines, radio spots and online promotions, said the client's marketing director, Patrick Mullane.
The tagline will be: "People buy parts. People sell parts. This is where they meet."
That line "does a good job of saying what we do," Mullane said.
The agency was hired based on its experience with dot.coms, such as Furniture.com, and traditional clients. "Our target customers are not dot.coms," Mullane said. "They are mainstream manufacturers."
More than 6,000 manufacturing companies have registered with the Web site, and more than $100,000 worth of requests for quotes are listed on SupplierMarket.com, Mullane said.
Registered users seek quotes on products they need from other member companies. Once a transaction is completed, SupplierMarket.com charges a commission based on the size of the order filled. Those fees provide the client's revenue; the site does not carry advertising.
SupplierMarket.com has raised $40 million in financing from investors such as Fenway Partners and Kohlberg Kravis Roberts & Co. The company gained $8 million in initial funding from Battery Ventures and Sequoia Capital in June.
The company was founded by Jon Burgstone, a former general manager at Ford Motor Co., and Asif Satchu, who was most recently in charge of business development at Internet startup Delta Three Communications.