E-Scorekeeper Rates 3 Shops




Modernista!, Deutsch and Heater Compete for Research Source
BOSTON–Heater Advertising is in a face-off with two upstart agencies for Gomez Advisors’ $8 million ad account.
Gomez operates a Web site that reviews e-commerce companies and provides subscription-based analysis for Internet executives.
The Lincoln, Mass., company aims to launch its first national campaign this year.
“We are looking to very aggressively bring the Gomez brand to the market,” said Jackie Price, the client’s public relations director.
Price compares Gomez to an Internet Consumer Reports. The firm publishes scorecards to provide competitive intelligence about consumer-buying decisions.
Modernista! jumped into the competition after Boston shops Heater and Deutsch made it to the finals. The agency was co-founded just two weeks ago [Adweek, Jan. 10] by Lance Jensen, a creative director at Arnold Communications, and freelance designer Gary Koepke. The pair has leased office space in Boston but are currently working separately.
Gomez was impressed with the duo’s track record, Price said. Jensen helped write the award-winning Volkswagen of America “Drivers wanted” campaign, and Koepke, who has designed magazines and worked for Wieden & Kennedy and Heater on either a full- or part-time basis, counts Nike, ESPN and Coca-Cola among his former clients.
Deutsch Boston was founded late last year by Arnold executives Kathy Kiely and Kristin Volk, a managing director who supervised the account planning department.
Hill, Holliday, Connors, Cosmopulos of Boston also was in the review, but withdrew citing a heavy workload from dot.com clients won in the latter part of 1999.
Gomez plans to pick an agency within a month, Price said. Advertising will kick off in the spring. The client has not decided if it will use TV or keep its current tagline, “The eCommerce authority,” she said.
The firm did some print and radio spots last year, working on a project basis with Partners & Simons of Boston. That advertising was “only a fraction” of what is planned for this year, Price said.
Gomez Advisors was founded almost two years ago by two former Forrester Research analysts, John Robb and Julio Gomez, and Dr. Alexander Stein, the co-founder of FarSight Financial Services.