Industry to Industry Ads Get Down to Business

Trading Site Stakes Its Claim as the eBay of Industrial World
BOSTON–Industry to Industry has launched a campaign designed to portray the company as the premier e-commerce player in the business-to-business marketplace.
The campaign, with the tagline “Trade with industrial strength,” is slated to break this week in business and financial publications, as well as in technology, chemical, energy and retail trade journals. The ads are designed to appeal to businesses of all sizes, from entrepreneurial ventures to global conglomerates. The effort will run through year’s end.
Frankfurt Balkind Partners and MediaVest, both in New York, handle creative development and global buying, respectively. The New York office of Digitas works on interactive executions and direct marketing.
Ad spending will top $20 million, according to the Boston client.
“Despite all the hype about business-to-business e-commerce, large and small businesses alike find themselves facing significant barriers to entering the new Internet economy, not the least of which is the one-size-fits-all mentality of most b-to-b exchange providers,” said Aimee Levine, senior vice president of global marketing and communications at Industry to Industry. “Our ad campaign reflects i2i’s ability to offer flexible, market-focused solutions.”
These solutions include three transaction methods: classifieds, auctions and exchanges.
Industry to Industry assembled its current agency team last year [Adweek, Nov. 29] for a global branding approach designed to cast the company’s Web site as the eBay of the business-to-business world.
Earlier in 1999, The client had hired Boston shop Pagano Schenck & Kay, though no significant advertising was created during that relationship, which lasted only a few months. K