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Greco Nets TradeOut

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Small Tech Agency Adds $15-20 Mil. Task
BOSTON--Greco Ethridge Group's offices here and in New York will work together on the $15-20 million account of TradeOut.com, a service for businesses seeking to buy and sell excess inventory and other idle assets.
Greco Ethridge was hired for creative and media chores following a review of undisclosed shops, said Dermott Ryan, vice president of marketing at the Ardsley, N.Y.-based client.
TradeOut.com is one of Greco Ethridge's largest single pieces of business. "We're ramping up pretty fast" in terms of staff to handle the influx of work, and the Boston office has just expanded its space, according to agency official Paul Marobella.
Greco Ethridge, which employs about 30 people in both offices combined, was tapped based on its ability to work in traditional and new media, Ryan said.
Known mainly as a technology and business-to-business specialist, Greco Ethridge is the first agency of record for TradeOut.com, which was formed in October.
The client's current positioning line, "The world's leading online surplus marketplace," will be used in upcoming ad campaigns, Ryan said. Those efforts will target corporate decision makers--"from CFOs on down"--who buy or sell factory equipment, electronic components, computers and textiles.
Inventory listed on TradeOut.com is sold through a sealed-bid auction format popularized by eBay.