Online Broker for Heavy Machinery Sellers, Buyers Names Shop
DALLAS–Publicis/Dallas has won the advertising account of iMark.com, an online broker of used industrial equipment.
The Dallas agency topped two other undisclosed local shops for the business. The client plans to spend $5 million on initial branding efforts in the first quarter. Minimum annualized billings are projected in the $10-20 million range.
Publicis’ combination of creative product, an international network and brand development strength helped it win the account, according to iMark,com director of brand development and public relations Ed Conlin.
“They were very, very strong in brand development, but had not done much work in the dot.com area and we were looking for a fresh approach,” Conlin explained. “They had an impressive international network and a way to access it and use it effectively, which was good because eventually most of our business is going to be outside the United States.”
Steve Price, co-chairman of Publicis/Dallas, said his agency is “eager to be in with a company with iMark.com’s global vision and commitment to breakthrough creative.”
Austin, Texas-based iMark puts buyers and sellers of used equipment together, then facilitates the match by providing services such as financing, transportation and custom refitting.
Unlike most competitors in this category, iMark is not an auction site. It uses various sources from its own database of Fortune 1000 companies to locate used industrial equipment, then presents the buyer with several options. The buyer then negotiates directly with the seller.
“The process is fairly convoluted and regional right now,” said Conlin. “Finding a used piece of equipment with us means a couple of weeks as opposed to a few months.”
Initial creative from Publicis will appear this month in print and on radio. “If you’re a dot.com, you’ve got to use radio,” said Conlin.
Print media will include newspapers such as The Wall Street Journal and The New York Times; Internet-related magazines such as Red Herring; and business trade publications within specialized markets.
The company’s most recent advertising effort appeared in December in The Wall Street Journal and The New York Times. Ads carried the tagline, “One contact. All sources.” K