MrSwap Trades With Katsin/Loeb

$8 Mil. Account for a National Campaign
SAN FRANCISCO–, a Web site that will allow users to trade old movies, videogames and CDs, has picked Katsin/Loeb to design a national advertising campaign. Billings are estimated at $8 million.
The San Francisco agency was selected after a review of 10 undisclosed shops.
“ is a leader at the cutting edge of a business that has reinvented itself via the Internet for the 21st century,” agency president Daniel Katsin said. “Not only is it refreshing to talk strategy on a real-time basis with such knowledgeable thinkers, it will be great [to] have fun building a forward-thinking brand.”
A print, poster and promotional campaign will break on 14 college campuses Feb. 23. The agency will also create broadcast, radio and online ads. The goal is to encourage students to consider selling the CDs they no longer want or need.
The ads’ photographs and text tell of various people’s relationships with CDs. In one, titled “Breaking Up,” a man realizes he doesn’t need to listen to his girlfriend’s CDs after their relationship ends, and then presumably heads to the Web site to get rid of them.
The site will go live this month. K