PlanetFeedback.com, a consumer complaint Web site that sells its information to marketers, is close to selecting an agency for its $25 million advertising account.
The Cincinnati-based client is considering finalists GSD&M, Austin, Texas; The Richards Group, Dallas; and DDB, New York, according to director of marketing David Miller.
PlanetFeedback.com's newly launched Web site helps consumers e-mail complaints, comments and suggestions using a vast database of companies and their officers and governing board members. The venue also contains links to relevant government agencies and consumer associations.
For subscriber companies, PlanetFeedback.com plans to collect commentary on their own and
competitors' products, provide an early warning system for problems in customer service, and ultimately outsource customer relationship management.
The management team of PlanetFeedback.com is led by Pete Blackshaw, former digital brand manager for Procter & Gamble. The company has completed a first round of venture capital financing, which raised approximately $6 million.
The race to win PlanetFeedback.com's advertising business brought agencies out of the woodwork, according to Miller.
"We were surprised . . . [by the number of companies] that took our business so seriously," Miller said.
A final decision is expected this week following speculative creative presentations by the competing agencies. K