ImproveNet Turns Left

SAN FRANCISCO-Left Field has been awarded creative and media duties for ImproveNet, an Internet-based resource for homeowners looking for contractors, architects, designers and home improvement products.
The company, based in Redwood City, Calif., plans to spend at least $20 million on a major marketing push later this year, according to executives there. Left Field will work with the lion’s share of that budget; also on the client’s agency roster are TMP Worldwide, which handles its Yellow Pages advertising, and Rolling Thunder Marketing, a public relations firm.
Left Field won ImproveNet’s business following a review that included several undisclosed Bay Area shops with interactive capabilities.
The San Francisco agency has been working with ImproveNet on a project basis for several months, and recently created print advertising that ran in home improvement magazines.
Left Field is already placing online banner ads for the client, and is working on radio and direct mail efforts. It is also developing ideas for TV spots that will launch later this year.
“ImproveNet has committed itself to a comprehensive strategy of building awareness and trust among consumers,” said Hunter Madsen, senior vice president for homeowner services at the company. “Left Field has a firm grasp of [our] strategy, and they know how to drive traffic and build brands through online and traditional media.”
“ImproveNet sees the need for creating both broad-reach awareness advertising and highly targeted direct response efforts,” said Fred Schwartz, partner and creative director at Left Field. “They also believe they can find help with both under one roof. We couldn’t be more simpatico.”
Founded in 1996, Left Field’s clients include AutoConnect,, Infoseek, Sun Microsystems and ƒ