Tacklebox Develops Work for Selectica, S.F. General

Many dot-com businesses have come and gone, but Selectica knows that millions of transactions are still shuttled through the Web every day.

The company, which offers an Internet sales platform to e-businesses, is breaking an ad campaign from Tacklebox, an agency in San Francisco. Seven print ads are appearing now in such publications as American Banker and Best’s Review, and posters are going up in airports in San Jose, Calif., San Francisco, Chicago and other cities. Spending is roughly $1 million.

“Companies who have given Selectica a shot at soliciting their Internet selling problems have generally awarded them their business,” said Tom Skunda, director of client strategy at Tacklebox. “We thought there couldn’t be a much more compelling point to get across to executives who might tend to favor well-known competitors.”

Selectica’s software allows companies such as BMW and Dell Computer to track online orders to ensure faster and more orderly transactions.

One print ad features a visual of a lock and chain; the words “Stone cold lock” are superimposed on it. Text reads: “If you let us demonstrate our Interactive Selling System, you’ll go with it.” Another features an image of an arm dunking a basketball.

The campaign will run until 2002. The client could not be reached for comment.

Separately, Tacklebox has been retained by the San Francisco General Hospital Foundation to create a women’s outreach campaign. The pro-bono program will encourage such preventative care as mam mograms, gynecological visits, prenatal care and family planning. The corporate contributor is Wells Fargo Bank.

“This is a very rewarding opportunity for us. The innovative approach to women’s health issues that S.F. General has developed has the potential to improve thousands of lives,” said Ralph Cummins, Tacklebox managing partner.

Outdoor, radio and TV work will target African American, Chinese, Hispanic, Russian and Vietnamese communities.

Tacklebox also works with See Commerce and Epic Roots. It has roughly $10 million in billings.