GGC&Y Expands Dot-Com Roster




Adds RocketCash Account, Readies eHealthInsurance.com Ads
SAN FRANCISCO–Gardner, Geary, Coll & Young has added another dot-com client to its roster with last week’s win of RocketCash, an e-commerce site that allows teens to shop with a parent-approved account.
GGC&Y was awarded the business following an informal review of several Bay Area agencies. Billings for the account are not disclosed.
“The RocketCash account will let us tap two of our best strengths,” said Matt Hofherr, director of new business and senior account manager at GGC&Y, San Francisco. “This agency was founded on branding for the youth market, such as our work for Fisher Price. We also have a growing list of dot-com clients like WebVan and eHealthInsurance, and I think we are quickly establishing ourselves as an agency that can successfully build [Internet] brands.”
Hofherr said GGC&Y will focus on building the RocketCash brand offline and will likely roll out its first effort for the Saratoga, Calif.-based client during the back-to-school season. The campaign is still in the strategy stages, he added, but will most likely include radio and print.
To set up a RocketCash account, parents use a credit card to establish a spending limit. They can then choose when and where their teens can shop online. RocketCash’s merchant partners include CDNow, Beyond.com, Amazon.com and Reel.com–another GGC&Y client.
The client, which launched its Web site in June, competes with similar online services such as DoughNET.com, which enjoys alliances with some of the same merchant partners.
Separately, GGC&Y is working on a national multimedia campaign for eHealthInsurance.com, an estimated $15-20 million account it won last month [Adweek, July 19]. The other finalist in the Bay Area review was crosstown shop Katsin/Loeb.
eHealthInsurance.com, San Francisco, a privately held joint venture between Sash Communications and Interwest Insurance Services, Sunnyvale, Calif., sells medical insurance online. Consumers can compare plans, obtain quotes, choose doctors, apply for coverage and pay their first premium over the Internet.
GGC&Y’s first ads for the client will break during the fourth quarter, and primarily target the uninsured and those who are unhappy with their current provider, said Hofherr. The campaign will likely include TV, radio, print, outdoor and online advertising.
eHealthInsurance.com’s Web site development is being handled by GGC&Y’s online partner, Freestyle Interactive, San Francisco.