Pagano Tops a Pair of N.Y. Players

Sixdegrees Hires Local Shop for Year 2000 Branding Campaign
BOSTON–Online community Sixdegrees has chosen Pagano Schenck & Kay as the first agency of record for its $6-10 million account.
The Boston shop bested New York shops DiMassimo Brand Advertising and Grace & Rothschild following a review conducted by Pile and Co. of Boston.
Pagano will develop an online and offline brand campaign for its newest client, and the first creative is scheduled to break early next year, according to agency president Beau Fraser. features a broad range of e-commerce, auction and search capabilities, but what sets it apart from myriad competitors is its use of the “six degrees of separation” concept, Fraser said. Users can type in the names of people they chat with on the site and find out how they are connected to them through others. The result, he said, is that “the relationships you form online at Sixdegrees are tighter.”
Sixdegrees marketing director Nicole Berlyn said she was most impressed with Pagano’s strategic vision and branding expertise. “We think it’s really the beginning of a great partnership,” she said.
The agency will have the freedom to start from scratch with the 2-year-old company, creating a new logo and tagline for the upcoming advertising campaign.
While the Web site has no formal tagline, last March it sponsored a contest and challenged users to come up with one. The author of the winning entry, “Meet the world . . . on us!” received $2,000. The line was used on the site, but will not be resurrected in ads, Berlyn said.
One guarantee about next year’s ad campaign: It will include television spots. Sixdegrees plans to put its relationship with equity investor New York-based News Corp. to work, running ads on Fox stations, according to Berlyn.
Pagano has won six out of the nine accounts it has pitched this year, including Cambridge Soundworks and, Fraser said. The wins have brought billings to more than $35 million, he said.
EPB Communications, a New York-based holding company, bought Pagano in August for an undisclosed sum in an attempt to boost its sagging creative reputation.
It was Pagano’s creative talent, and not its connection to EPB, that earned it the Sixdegrees assignment, Fraser said.
Fraser is heading the Sixdegrees account, which will be staffed with current members of the agency. The shop will add to its 25-person staff in the future, but not for this account.