Same planet, different world

E-commerce pharmacy and health site has moved its ad account across the country, splitting with Goodby, Silverstein & Partners and signing on with Gotham.
The New York agency was hired last month for a three-week strategic assignment and was handed the entire account last week.
Michael Beindorff, appointed chief operating officer at the client a month after it hired Goodby, made the switch after frustrations grew between him and the San Francisco shop. In a reversal of normal roles, the agency was anxious to get work on the air this year, while the client wanted to move more slowly, said sources.
Beindorff, formerly a marketing executive at Visa and Coca-Cola, said the South San Francisco company’s first branding ads are expected in late January. Direct response work by Direct Partners, Santa Monica, Calif., will anchor the $50-70 million marketing budget until then.
“There is a lot of money and competition out there right now,” Beindorff said. “We wanted to establish a sound strategic position first.” -Joan Voigh