Living.com Chooses Burnett | Adweek Living.com Chooses Burnett | Adweek
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Living.com Chooses Burnett

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2 Other Home Furnishing Dot Coms Also Assign Their Accounts
CHICAGO--Leo Burnett was among the winners in a flurry of ad account assignments from home furnishing dot-com companies last week.
Living.com, an Austin, Texas-based home furnishing "e-tailer," awarded its $20 million creative and media account to the Chicago agency and its media subsidiary, Starcom. Other contenders for the business were McCann-Erickson in Houston and The Richards Group in Dallas.
Two other home furnishing dot-coms also awarded assignments. Furniture.com, Framingham, Mass., tapped Bartle Bogle Hegarty, New York, to create a national brand building campaign, with estimated billings of $35 million. And HomePortfolio in Newton, Mass., awarded its $10 million account to Kirshenbaum, Bond & Partners, New York.
Furniture.com, Living.com and HomePortfolio are all competing for some share of the estimated $178 billion Americans spend each year on home furnishings. With easy-to-navigate sites, greater product selection and better delivery times, e-tailers talk confidently of giving their more traditional counterparts a run for their money.
Like any brand-building campaign, Burnett's print, broadcast and outdoor effort, slated to break this fall, will attempt to build a sense of confidence among consumers that Living.com will serve their home accessory needs best, said Burnett executive vice president and managing director Jim Thompson.
"You go to a bricks-and-mortar store for a specific reason; this is no different," he said.
Burnett "didn't just throw out a lot of ideas. ... They had very specific, targeted creative to give our consumers," client representative Lauren Williams said.
The agency also showed a good balance of technological and consumer insight, while also understanding the company's overriding retail issues, she said.
The Living.com account marks the third high-profile dot-com win for Burnett in a month. It recently won accounts for Toysrus.com and Art.com, together worth an estimated $30-40 million in billings.
--with staff reports