Names Goodness Lead Agency

Online retailer has hired Goodness Mfg. as its agency of record following a review. Independent KSL Media, Los Angeles, has been named media agency.

The 10-year-old City of Industry, Calif.-based Newegg is seeking to broaden its base beyond tech-savvy consumers who shop on site for computer hardware and electronics. In recent years, the site has expanded its offerings to include general consumer goods like furniture, household items, clothing, office supplies and personal care products.

 “After years of growth and success in establishing clear leadership and a loyal following in online retail, Newegg has reached a point where expanding our acclaimed customer-centric model to a broader audience makes sense,” said Bernard Luthi, Newegg’s vp of marketing, Web management and customer service. “We have determined that Goodness Mfg. is the ideal ahead-of-the-curve agency with creative expertise, energy and marketing know-how to help us spread the news about our unique value proposition.”

The agency’s first work for the brand is expected to break this quarter. The client’s traditional and digital media spending is estimated at $35 million, a jump from last year, when it was approximately $5 million, according to Nielsen.

“ has a loyal following in the highly competitive online retailer category,” said Rick Eiserman, CEO of Goodness Mfg. “We are excited to be working with on a brand launch that reaches not only core consumers, but a larger base—people who don’t know about competitive options outside the Amazon and Best Buys of the world.”
Venice, Calif.-based Goodness Mfg.’s other clients include Procter & Gamble, Toshiba Computers, Bethesda Studios, LucasArts, Pearl iZumi, CODA Automotive and the American Cancer Society.

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