Citron Picks Up B-to-B Dot-coms




Market Volatility Has Shop Choosing Wisely
SAN FRANCISCO–Citron Haligman Bedecarrƒ is expanding its dot-com reach from consumer sites into business-to-business with the addition of two new clients.
MimEcom awarded its $10-15 million account to the San Francisco shop after an informal Bay Area search. The client cited Citron’s “innovative media planning” and creative work as key factors in its decision. The agency will formulate a media plan for the year-old company that is likely to include extensive buys in technology and business magazines and may call for radio and TV, said SallyAnn Savin, client director of marketing and a former brand manager at Clorox.
Given the recent volatility in Web stocks, the Net-oriented agency has become more selective in deciding which Web startups to take on, said partner Matt Hofherr. “[MimEcom] has a top-notch marketing department in place that understands the value of branding, and they have a solid business plan,” he said. Citron is the client’s first ad agency.
Separately, Citron also picked up the $5-10 million account for RedCart, which has invented a universal shopping cart technology.
“RedCart offers a streamlined shopping experience across [various] online merchants,” said Tom Bedecarrƒ, agency chairman. The agency will develop an integrated marketing program, due by June, including print and outdoor ads. K




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