Baker Books Greco Ethridge

Agency Will Help Launch E-Business Unit
BOSTON–Baker & Taylor has named Greco Ethridge Group to help it launch its first major e-business initiative.
The agency, with offices in Boston and New York, was chosen after a review of undisclosed contenders.
Working for Baker & Taylor subsidiary, Greco Ethridge will initially promote, an Internet portal for information and services of interest to library professionals.
The site, which went live last week, provides news, career postings and new-product information.
Greco Ethridge has devised print and direct mail executions touting the portal as “The librarian’s home on the Internet.” Ads will appear mainly in trade publications, including Library Journal, with placement being handled by the Charlotte, N.C., client, which is also the No.1 book supplier to libraries nationwide.
Client official Pamela Smith said Greco will likely be assigned work for other portals in the near future. Initial spending will be in the six-figures, she said.
“This is an old-line business-to-business company; they have a huge e-business initiative. There’s more to come,” said Greco Ethridge vice president Paul Marobella.