IQ News: Names “Guru,” Revamps Site

Things are afoot at, where last week the site unveiled a new look, went into production for its first TV campaign and tapped James Glicker to the high-falooting title of brand guru.
Launched in February, lets users e-mail online gift certificates, or “gift currency,” redeemable at more than 50 e-tailers. takes commissions off sales generated from more than 64,000 accounts. The company, whose name is slang for cash, hopes to position itself as the dominant gift-giving brand for the online boom expected for fourth quarter.
“This is a product born from the medium,” says co-founder and CEO Robert Levitan, also a founder of is now decked out in bright orange and gold with a new pencil-sketch logo. An $8 million advertising push from New York agency Hanft Byrne Raboy will run the newly crafted tagline, “Just what you wished for.” Spots will feature humorous scenarios showing gift-giving problems and the solution. Ads targeting busy professionals ages 25-45 break Oct. 4 and include TV, radio, outdoor and online efforts. also welcomed Glicker into the fold. Glicker was most recently vice president of marketing for GeoCities. Prior to that, he was vice president of marketing and sales for 1-800-FLOWERS. also enjoyed a first round of financing of $16.5 million led by Oak Investment Partners.