O&M Stays Dot Hot

Adds B-to-B Resource InfoUSA’s $15 Mil.
LOS ANGELES–Ogilvy & Mather continues to stake its claim to a share of the dot.com advertising gold rush.
The latest addition to the Los Angeles agency’s roster: InfoUSA.com.
The Foster City, Calif., client awarded its $15 million account to O&M following a quiet review of undisclosed agencies, said Brad Fornaciari, agency senior partner, group account director, who described InfoUSA as a business-to-business information resource.
O&M has now added $60 million in dot.com billings in a little more than a year. Earlier this month, the shop announced it had won Symantec’s $20 million account [Adweek, Feb. 14]. Click2send.com sent its $10 million account O&M’s way in December. The agency also handles Tickets.com and Ubet.com and has done strategic work for MP3.com.
“These [clients] allow us to implement our 360 branding strategy. They are all looking for strategic, packaging design, branding and more,” said agency co-president Angus Fraser.
InfoUSA previously used Bay Area boutiques for its ad needs.
“They have aspirations to take [their business model] way beyond what it is now and really be a partner for small-to-midsized businesses,” Fornaciari said.
The client’s potential market extends beyond small businesses, but that segment alone offers a huge opportunity, Fornaciari said.
InfoUSA wants to fill that niche by providing services such as e-mail, mailing lists and Web site development to companies that lack the resources to develop them in-house.
The timing of a campaign is uncertain. K