Citron Pitches Verio, a Company With Big Plans

Internet services company Verio began hearing pitches last week from agencies, including Citron Haligman Bedecarrƒ, as it seeks to become a nationally recognized brand among wired business.
The ad budget is $15-20 million. In addition to San Francisco-based Citron, the Englewood, Colo., company is looking at six other agencies: Campbell Mithun Esty and Martin/Williams, both Minneapolis; Cramer-Krasselt, Chicago; The Sawtooth Group, Woodbridge, N.J.; The Richards Group, Dallas; and Valentine-Radford, Kansas City, Mo.
The company provides Internet and e-commerce planning and Web-hosting services for businesses. With a pending acquisition by NTT Communications Corp., the firm wants to make a mark on a national level in the U.S., said company representative Kathy Amro.
“We’ve got a lot of room to grow in terms of brand awareness,” Amro said. “We’re taking a look at what’s out there to see if we can find a better fit.”
The client’s previous shop, New York’s Ryan Drossman/Marc, created a campaign last year that used historical and modern footage to position the company as “Internet pioneers.” The tag was, “The new world of business.”
Officials with Pittsburgh-based Marc USA, parent of Drossman, said the client’s search was spurred by management changes there. Among them was the arrival in October of director of marketing Barbara Goworowski. Drossman was invited to defend the business, but declined, a Marc representative said.
The agency presentations are being held at Verio’s Chicago offices, and continue this week. A decision is expected in mid-June.
Verio spent $6 million on advertising last year, according to Competitive Media Reporting. K