Citron to Help Build Goodhome

After a national search, named Citron Haligman Bedecarre/Euro RSCG to handle its $25 million account.
Client officials said they wanted a shop with a brand-building track record and experience attracting female consumers, who make 80 percent of home decorating decisions.
Founded last June with $50 million in first-round capital,, based in San Rafael, Calif., began selling home furnishings and decor last month on its newly launched Web site.
The San Francisco agency is slated to break a national branding campaign for before the end of the year. The media buy will include TV, magazines, newspapers, outdoor and online advertising.
Goodhome vice president of marketing Sheila Dahlgren would not disclose which other agencies were in the review, but noted, “We weren’t selective on location, because we’re all remote. We looked everywhere.”
Contenders presented case studies analyzing Goodhome’s business. Dahlgren said she was impressed by Citron’s Web and consumer expertise and experience targeting women. One of the shop’s clients is, owned by the Hearst Group–a major investor in Goodhome and owner of House Beautiful magazine.
The win helps make up for the loss of Cnet’s TV and radio business, estimated at about $50 million, which was transferred to Leagas Delaney, San Francisco, a few weeks ago. Citron retains the print and outdoor portion of the Cnet account.
Agency executives were not available for comment.
The client’s other investors include The Learning Co.; Mattel’s software development division, which is providing technology for the site; Thomas H. Lee Co., a $6 billion venture capital fund; and Weston Presidio Capital, which has invested in retailers such as Restoration Hardware and Staples.
–with Joan Voight