Looking at 4

Online computer hardware and software marketer has selected a list of semifinalists for its $6-12 million ad account.
The contenders are D’Arcy Masius Benton & Bowles and McCann-Erickson, both Los Angeles; Cole & Weber, Seattle; and Leo Burnett, Chicago, according to John Walsh, the company’s vice president of sales and marketing. The semifinalist list was culled from a group of “the biggest and the best” agencies nationwide. All of the shops received a blind questionnaire from market research firm Extelligent in Denver, which was serving as the client’s consultant. There is no incumbent.
A primarily business-to-business reseller of information technology products, had “developed an expertise in direct mail and print [advertising],” but is now looking for an agency to help develop a brand identity, said Walsh.
“We’re looking for someone who is extremely strong in e-commerce and business-to-business advertising,” he said. Advertising will consist of TV, radio and online ads targeting the business community.
The client is currently in the process of relaunching its Web site at
The Santa Ana, Calif., company will hold chemistry checks with the four semifinalists, and creative presentations may be required in the next round, Walsh said. A decision is expected in the next few weeks.
Founded in 1990, is an authorized reseller of all major computer hardware and software at discount prices. It was acquired last year by En Pointe Technologies.