Dot.com Taps 2 Shops | Adweek
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Dot.com Taps 2 Shops

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Consumer Financial Network, an iXL Enterprises financial-services unit, has awarded creative advertising and planning duties to DiMassimo Brand Advertising, and media buying to Carat for the company's Web site, YouDecide.com.

Total billings are about $40-50 million, said Bob Moses, CFN vice president of marketing and creative services.

A Carat representative refused to comment.

The site lets users get insurance, banking and investment quotes from competing vendors. DMW Worldwide, St. Louis, a direct-response agency, handled the site's launch in October, but was dropped from the account. Moses said CFN began a national review for a shop to oversee branding. Carat and DiMassimo are in New York.

"In our past campaign we did print, TV, radio, interactive," said Moses. "We hope to use that same arsenal again, and more."
He said CFN, New York, picked DiMassimo because the company was impressed with Jonathan Lee, the shop's director of brand planning, who recently arrived from Mullen in Boston, and with DiMassimo's quirky Kozmo.com work.

"Our approach will be irreverent but relevant," explained Lee Goldstein, DiMassimo director of new business, on the site's ads, slated to break first quarter next year.

The win puts DiMassimo over the $100 million-billings mark this year, with new dot.com wins that include SmartMoney.com, Kozmo and Liveprint.com. "Our [dot.com] compensation agreements are a combination of fees and equity," said Mark DiMassimo, president and creative director. "On average, we have 85 percent cash, 15 percent equity.