Creaxion Fits the Print, Interactive Needs of iBill

ATLANTA-Internet billing company iBill has launched a campaign to capture new business in the softening e-commerce market.

“Now’s the time when the final players are going to shake out,” said Cathy Beardsley, vice president of marketing at the Fort Lauderdale, Fla., company. “The Internet is not going away. When it comes back, iBill will have the name in the marketplace.”

Created by Creaxion in Atlanta, the work, headlined “You sell. iBill,” includes print, interactive, direct mail and public relations support.

Print efforts broke March 1 in e-specialty and business publications including Internet World, e-Commerce Times,, The San Francisco Business Times and the Atlanta Business Chronicle.

The estimated $2 million campaign is scheduled to run through the fall. Media buys will be adjusted based upon performance.

IBill’s Web site visits, “click-throughs” and transactions have all increased substantially following the interactive introduction, said Mark Petit, Creaxion’s chief executive officer.

“The new campaign demonstrates how our model is different from the competition,” said Beardsley. “We offer a bundled solution, not just authorizations. We can get your Web site enabled for e-commerce in 24 hours.”

Creaxion has replaced Courtney & Watson Rampage in Miami and New York-based Porter Novelli as iBill’s lead marketing and public relations agency.

“Earlier marketing efforts were all over the place,” said Creaxion’s Petit. “The research showed that what people like about iBill is that it’s very simple and very secure.”

Established in 1996, by former MCI marketing executive Garrett Bender, iBill handles credit card, check processing and telephone-related billing for 90,000 registered merchants over the Internet.

“As a profitable company in our space,” said Bender, “financial security is one of our greatest allies right now.”

IBill’s back-office transactions totaled $300 million in 2000. Clients include Polaroid Corp. and Apple Computer. Cybercash in Reston, Va., and Cybersource in Mountain View, Calif., are among the company’s competition.