CGN Lands a Third New Client




Shop’s Online, Offline Orientation Helps Secure BizLand.com
BOSTON–CGN Marketing & Creative Services has landed a third account in as many weeks.
BizLand.com, Burlington, Mass., hired the Boston agency for its estimated $10 million ad account following a review.
BizLand comes aboard within weeks of two other newly won assignments, both of which were described by CGN as “creative” opportunities: the Basketball Hall of Fame in Springfield, Mass., and the Massachusetts Office of Travel & Tourism.
The Boston agency differs from the traditional ad agency by offering a compensation model that is more in line with how consultants bill, according to CGN president and CEO Ken Dec.
It’s a formula that appears to be working. CGN offers clients a single, amortized fixed price. “Unlike the traditional agency model, where there are two or three senior partners and a lot of junior people, we have nine senior staffers, each with at least 15 years experience. We’re able to offer a fixed price because most of us have ‘been there, done that’ sort of thing. … Clients seem to be responding to it because it gives them predictability and accountability.”
The pricing issue was not central to BizLand’s decision to go with CGN, according to vice president, marketing Scott Dunphy. Instead, it was CGN’s ability to incorporate database modeling into both online and offline advertising.
BizLand.com was started in 1997 as Click to Commerce to provide small-business owners secure credit card processing. It changed its business model more than a year ago and the Web portal now offers its 450,000 small-business members such services as free Web-site hosting, e-commerce storefronts and promotional tools, as well as discounts on products and services.
Earlier this year, BizLand received $11.5 million in financing, which spurred the search for BizLand’s first full-time agency, Dunphy said. He declined to disclose the four other shops considered in the review.
CGN is charged with developing BizLand’s brand position and an integrated creative campaign that will include radio, print, direct mail, online marketing, affiliate affinity programs and Web design as well as planning and placing all BizLand media. The aim is to turn BizLand into the “advocate for small business” on the Web. K