M2K Gains More E-Biz To Market Idot.Com’s Pcs On- And Offline

DALLAS – Austin, Texas, agency M2K is fronting the launch of a Web-based seller of personal computers in a $2 million online and direct marketing push.
M2K has been tapped by iDOT.com to market the company’s wares through traditional and online means. iDOT.com sells a line of PCs to individuals and businesses through its Web site, following the lead of other Internet retail venues like Amazon.com and CDNow.com.
PC Week magazine noted iDOT.com may be the first computer retailer to sell exclusively online.
“We were . . . looking for an agency that could offer a turnkey solution, from branding to Web site development, to building our e-commerce business through traditional media and online advertising,” said iDOT.com advertising director Dania Buchanan in a statement.
No information was provided on the review process, nor were details given on which media will be employed for the company’s inaugural campaign.
M2K president Rob McEwen could not be reached for comment at press time. He said in a statement that Austin-based iDOT.com represents a “new breed of clients” for the 10-year-old direct and interactive marketing firm, which is seeking other e-commerce business.
“We are aggressively positioning M2K as a go-to shop for a full suite of e-commerce related services,” McEwen said. M2K has reported annual billings of about $8 million.
The shop’s other 1998 account wins have been for Web-related activities of AT&T Capital Corp. and PSW Technologies, both in Austin. M2K formed its interactive division last September.
According to PC Week, iDOT.com has formed purchasing agreements with many of Austin-based Dell Computer’s component suppliers.