Deutsch/LA has landed ad duties for eCompanies Web sites eparties.com and ememories.com. Combined billings are estimated at $50 million.
The agency was selected after the client held informal discussions with a handful of shops.
"We both assessed various groups together and individually," said Tim Kilpin, CEO of ememories and a former Mattel executive. "What I appreciated about Deutsch was their understanding of how to build a business."
Deutsch will handle all advertising duties for ememories.com, an online photo and memory sharing service, and for eparties.com, a party planning site.
Ememories was founded last April, and acquired by eCompanies in October. The site gives users a way to send and store photos with family and friends. It will introduce free film processing next month. Eparties went live last month.
ECompanies has two other Web sites "incubating"--Business.com (the company paid $7.5 million for the domain name) and Icebox.
"The first job is to establish our branding," said eCompanies' David Haddad, who formerly headed Mattel's interactive division. "We need to get our respective messages in front of the consumer in a branded way."
Client executives said their first advertising would break "soon."
Mike Sheldon, evp and general manager of Deutsch/LA, said last week that the agency is already fielding focus groups. "We have shared beliefs about the results-oriented look of business, creating an enduring brand and the importance of speed to market," he said.
The agency has separate teams handling the accounts.
Sheldon and evp/creative director Eric Hirshberg lead a staff of 200 in Marina del Rey, Calif., with a client roster that includes flagship Mitsubishi and SunAmerica.
ECompanies, Santa Monica, Calif., was created by Sky Dayton and Jake Winebaum.