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Decision Comes as Leading Competitor Prepares to Name First AOR
BOSTON–Add rivals Essential.com and TelEnergy to the growing list of e-commerce companies seeking agency assistance.
The Web-based resellers of utility and communications services plan to hire shops in short order for large-scale branding campaigns.
Essential.com in Burlington, Mass., intends to spend $6 million this year, but that figure will rise significantly in 2000, said Kelly Mahoney, senior vice president of marketing and e-business.
Mahoney, who recently joined Essential.com from the direct marketing unit of Arnold Communications here, has held preliminary talks with agencies in Boston, New York and Dallas about handling creative chores on the account, she said.
PGR Media in Providence, R.I.,
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