A Speedy Hill, Holliday

Agency Brings Yet2.com ‘Quick to Market’
BOSTON–Hill, Holliday, Connors, Cosmopulos has adopted a “quick to market” strategy in its direct marketing division specifically to service online companies such as Yet2.com.
The Boston shop helped develop the name and a logo for Cambridge, Mass.-based Yet2.com, which hopes to establish itself as a global forum for technology developers and buyers.
The business-to-business assignment includes advertising and direct marketing to users and buyers of technology as well as the investment community, according to Yet2.com co-founder and chief executive officer Chris DeBleser. Hill, Holliday’s compensation is based on results, he added.
Yet2.com last week announced affiliations with nearly a dozen Fortune 100 companies, including Dow, DuPont, Ford, Honeywell and Polaroid. The site is now open for user registration and expects to officially launch in November with direct mail and print advertising.
Hill, Holliday executive vice president Laurel Rossi, who came aboard in January, is overseeing the integrated assignment, which began a few weeks ago when DeBleser first turned to the shop to help develop a name and logo.
And what of the company’s name, which plays off the phrase, “Yet to come”?
“We can fill it in,” DeBleser said. “What we want to do is partner with the brightest minds to create opportunity . . . The best is always out there . . . Our users are people who don’t accept status quo . . . It provides personality to the brand and makes you think.”