KB&P Directs Ads for Decor Site

Rockport Work Helps N.Y. Shop Land $10 Mil. Launch Campaign
BOSTON–A link to the client, knowledge of the affluent consumer and an ability to move at Internet speed led HomePortfolio.com to Kirshenbaum Bond & Partners.
The New York shop this fall will break an integrated $10 million campaign for the Newton, Mass.-based upscale home design site just weeks after it was hired.
The goal of the ads is to build awareness and momentum among consumers and investors for the Web site, which aggregates dealers of products ranging from furniture to bathroom fixtures to molding and hardware. Visitors to the site can view and price products, locate dealers and this fall place orders.
Heading up marketing for HomePortfolio.com is Linda Lewi, former worldwide marketing chief at the Rockport Co. in Marlborough, Mass. Lewi was recruited to the post in June after HomePortfolio.com founders Rolly Rouse and Tom Ashbrook received $20 million in second-round financing.
KB&P, which created Rockport’s current “Uncompromise” campaign, was tapped by Lewi for the assignment earlier this summer without a review.
A series of cleanly designed print executions for HomePortfolio.com feature uncluttered snapshots of colorful lamps, chairs and sinks presented as though in a showroom. Copy on one reads: “Visit 900 showrooms in 15 countries without wearing out your fuzzy slippers.”
The ads display “style, breadth and range of selection . . . and a touch of humor,” said KB&P chief creative officer Bill Oberlander. Lewi described the ads as “worldly, stylish and friendly.”
Full-page ads targeting the affluent decorator will run in magazines such as Architectural Digest, Condƒ Nast Traveler, House & Garden, The New Yorker, Martha Stewart Living and Vanity Fair, among others. To reach a business audience, ads will also appear in the weekend section of The Wall Street Journal, Business 2.0 and The Industry Standard.
One-third-page ads will also run opposite the resource listings in the backs of shelter books: “You can search the world over for the finest in home design, or you can just, well, search the world over: www.homeportfolio.com.” Online ads will appear at sites such as iVillage, Excite and HGTV.
HomePortfolio.com joins a growing stable of Internet accounts at KB&P that includes online broker DLJ Direct and FreeAgent.com. The agency claims total annual billings of about $400 million.