Howard, Merrell & Partners has been named lead agency for Vertacross, an e-commerce marketplace serving the industrial automation industry.
Billings have been estimated at $3-5 million.
"Vertacross showed a real appreciation for what branding can do for a new economy business," said HM&P president Mac Merrell.
The Raleigh, N.C., shop will provide brand and strategy development, followed by a print, interactive and direct mail campaign that will begin around Jan. 1.
Given the uneasiness surrounding some e-commerce segments, Vertacross president Marcus Boerkei wanted to be sure that "detailed research" and account planning was integral to any marketing efforts.