Citron Haligman Bedecarrƒ has a second chance to make an impression on More.com.
The San Francisco agency came up short in the online drugstore's review last year, but has now been handed the business anyway.
Crosstown rival Gardner, Geary, Coll & Young won the estimated $20 million account last spring, but the two sides split recently over "creative differences," according to Bob Gardner, agency president and executive creative director.
GGC&Y produced a campaign under the tagline, "More than a drugstore. Just a click away." The humorous theme centered on people who have everything but want more.
Executives at More.com, San Francisco, said the company is looking for new strategic positioning and fresh creative, given the company's expansion into a "health superstore."
"Citron has a dot.com pedigree," said Bruce Mowery, vice president of marketing and business development. "They understand the Internet and retailing, which is what we're all about."
Billings will jump "significantly" this year, Mowery said.
Former GGC&Y partner and planning director Matt Hofherr recently joined Citron, but Mowery said that is mere coincidence. The agency's work for online and offline retailers such as Eve.com and The Good Guys! made it the right partner, he said.
"We see them as a substantial player in one of the most competitive categories in e-tail," said Kirk Citron, agency president.
--with Joan Voigh