Greco Ethridge Group has added the $5-7 million account of industrial e-commerce firm Vendquest.com, following a review of undisclosed contenders.
The agency was chosen for the assignment "because of the strength of its business-to-business marketing communications ... and ability to provide the focus of a small agency combined with the breadth and depth of a much larger firm," said Joe
Weinhoffer, president of the Murray Hill, N.J., client.
"This is where we want to be," said Paul Marobella, who helms the agency's office in Boston.
Even so, Greco Ethridge has been burned before, most notably by TradeOut.com, which tapped the shop last year for a $15-20 million campaign and then split after an infusion of fresh capital [Adweek, March 27].
"There is some trepidation about these types of [dot.com] accounts," Marobella said. "We try to have a diverse portfolio" split between Net clients and traditional b-to-b players.
The shop will fashion a print campaign for Vendquest.com targeting midsized industrial buyers and suppliers, with an initial focus on the trucking, heavy equipment and construction industries. Ads breaking in May will use the new tagline, "Where demand meets supply," which Greco Ethridge created.