Nice Wins

National Ads Due in March for Advice Site
SAN FRANCISCO–Agency startup Nice Advertising has landed the national account for, a new consumer advice site, after a West Coast search. Billings are estimated at $15-25 million.
The San Francisco shop is “a strategic group with seasoned executives,” said Dustin Sellers, marketing director for the company, also based in San Francisco. He referred to agency founders Kelly and Tim Nice as professionals “with a track record who’ve worked at big agencies but will give us the attention” big agencies can’t.
The company looked at large and small shops, said Sellers, who previously worked in account services at D’Arcy Masius Benton & Bowles in Los Angeles.
The first campaign for, which went live in November, will break in early March. It will include a “robust mix of media,” including national TV, print, and regional radio and outdoor, Sellers said. Some creative is slated to appear overseas later in the year.
The agency faces the task of introducing a new approach to online advice and communities, said Kelly Nice. connects visitors who want information or advice with enthusiasts who are willing to sell their expertise. The site connects the parties by phone after both have registered and set up accounts for fund transfers. Advisers post a per-minute fee and receive 70 percent of it after the first five cents per minute.