MyBasics.com, an e-commerce firm, is talking with four to five agencies regarding its ad account. The winner will develop online and traditional ads but has a tight deadline: The client hopes to air test spots in January, sources said.
As a result, at least one shop is shying away from the review. Sources said MyBasics.com director of marketing Ashley Hyland is looking beyond "conservative" creative and plans to spend as much as $20 million.
Hyland confirmed the review includes media duties, but said spending would only hit $2 million. "I wish I had $20 million to spend," she said.
The just-launched service offers to deliver household products--toilet paper, shampoo, etc.--to consumers each month. It promises prices that average 25 percent less than retail.
--Justin Dini and Sloane Lucas