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How2 Hires Ketchum

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How2HQ.com has named Ketchum its public relations agency following a national review.
Ketchum's Dallas and New York offices will share management of the Internet account.
Annual billings were not disclosed. In August, How2HQ selected GSD&M in Austin, Texas, to handle its $15 million general advertising account.
According to a company representative, spending on that account is expected to double in 2000.
"Ketchum was chosen for their experience in online branding and investor relations," said How2HQ chairman and chief executive officer Steve Solomon in a statement. "Their approach to our business and 'best teams' philosophy melds perfectly with How2HQ's branding strategy."
How2HQ.com, a Dallas-based network of lifestyle and self-help Web sites, made its Internet debut this month.
The client is seeking a creative vision and an ability to differentiate its brand from myriad dot-com startups that have emerged in the marketplace, said Solomon [Adweek, Aug. 2], who previously spent three years as chief executive of software supplier Citadel Technology in Dallas.
Together, Ketch-um and GSD&M will portray How2HQ as a new breed of Web resource, offering multilayered information on a broad range of subjects. The Web venue also provides access to educational opportunities and related products and services.
How2HQ is organized into a system of channels, allowing online visitors to easily search for specific content. The primary channels are How2Play, How2Work, How2Home and How2Shop&Save.