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Simplexity Goes for 3-in-1 Deal

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Focus Agency and Pair of Omnicom Allies Win Telecom Web Site
DALLAS--The Focus Agency and two sister shops have won the eight-figure advertising account of Simplexity.com, a telecommunications Web site.
The victory is the first since Focus, under the aegis of president and chief executive officer Mark Miller, created a strategic alliance with direct marketing agency Rapp Collins and interactive specialist Critical Mass.
The three agencies share the same facility in Irving, Texas. Critical Mass, based in Calgary, Canada, entered the Omnicom network late last year following Rapp Digital's purchase of an undisclosed interest in the company.
Simplexity.com, headquartered in Reston, Va., was interviewing separate agencies for each part of its business when Miller suggested to client chief operating officer Bill Bellows, "Why don't you come see all of them in one place?"
"What we've done is aligned specialists in each of those disciplines and deliver [the product] in a seamless manner through one source," said Mike Sullivan, executive vice president at Focus. "But it's not like [an] integrated [operation], where one agency tries to do it all. Each of us sticks to its expertise and client base, then pulls together for opportunities like this one."
Simplexity.com's Web site combines all the rates and plans of the nation's major telecom providers in one location, allowing consumers and small businesses to purchase telecommunications services over the Internet. Larger businesses can place a request for proposal with any of the represented suppliers to receive a competitive telecommunications package bid.
In addition to Focus' range of general services, Simplexity.com found a telecommunications specialist in the agency that was formed exclusively to handle GTE's advertising, said Bellows.
Simplexity.com was founded in 1998 and recently entered into a multi-million dollar alliance with BestBuy.com. The two parties will provide services to BestBuy customers, particularly in the area of wireless communications.
A traditional print campaign kicked off last week in The Wall Street Journal, Fast Company, Time and other national publications. Online media outlets will include Yahoo!. The advertising campaign will also include a large-scale direct mail effort targeting small business.