Ogilvy Bookmarks Yet Another Internet Address

Ogilvy & Mather has hauled in a new Web client.
Click2send.com awarded its advertising account, estimated to be worth $10 million, to the Los Angeles agency following a review of undisclosed shops.
The Mountain View, Calif.-based startup allows users to transfer and store files and data using Web browsers. It is the fourth dot.com client to award business to Ogilvy in the past year. The new accounts, which include Tickets.com, Ubet.com and MP3.com (for which Ogilvy has done strategic work), total more than $25 million in billings, said agency senior partner Brad Fornaciari.
Click2send founder and CEO Charlene Steele Vaughn, who once worked for Ogilvy as an account executive, approached the agency early in her search and settled on it immediately, Fornaciari said.
“We’ve got a lot of good business-to-business experience here, and it just fell into place,” he said.
Vaughn cited the agency’s “experience in the category, creative work and strategic thinking” in explaining the decision.
A campaign should break in early 2000. Print ads will appear in business publications such as The Wall Street Journal and Fortune. The TV component will appear during Sunday morning news programs and on CNN and CNBC, Fornaciari said.
“It will be very vertical, very focused. This is not a shotgun approach,” he said.
Separately, Ogilvy will air its first work for Mail Boxes Etc., a 30-second TV spot, during Thursday’s ER on NBC. Two additional spots will break later this month.
The agency picked up San Diego-based MBE’s $16 million account earlier this year. The new spot touts MBE’s expanded hours, and pokes fun at the tradition of giving fruitcakes during the holidays. K