Pagano Scores Online Auction Site for Businesses

Hub Shop to Generate Print, Direct Campaign for Local Startup
BOSTON–Online trading company Industry to Industry last week gave its ad account to Pagano, Schenck & Kay following a review of undisclosed shops. It was the Boston agency’s second significant victory since Beau Fraser was named president eight months ago.
Billings are in the mid-seven figures, according to an agency representative.
A privately held company in Cambridge, Mass., Industry to Industry operates an auction Web site for businesses in five areas: furniture, automotive, construction, hardware and food and beverage. Fraser, who led the pitch, said the company aims to become to the business sector what eBay is to consumers.
“The company and category excite me both personally and professionally,” Fraser said. “Most of the revenues [generated by the sales of goods and services] come from the business-to-business category. So why aren’t there any auction sites for this category?”
Although specifics of the communications campaign had not yet been established, Fraser said it will most likely include print ads in national and international publications as well as direct marketing efforts.
Pagano “went out of their way to learn about the company,” said Industry to Industry president and chief executive officer Michael Fix.
The company partners with Dun & Bradstreet, which verifies the credibility of the companies listed, and Deloitte & Touche, which manages all transactions. It also is in talks with several banks to provide loans to consumers and is close to inking a deal with an insurance firm, Fraser said.
Industry to Industry was founded early last year by the World Economic Forum, a group of more than 1,000 companies that meet annually to discuss economic issues.
The win is Fraser’s second since he joined the $25 million shop in July from Saatchi & Saatchi Worldwide in New York, where he was senior vice president and director of business development. Consumer Credit Counseling of New England in February tapped Pagano to handle its $1 million account following a review that included Cronin & Co., Glastonbury, Conn., and Mintz & Hoke, Avon, Conn.