TBWA/C/D Gets Dot.com Boost By InfoRocket

InfoRocket, which launched a question-and-answer Web site last week, has chosen TBWA/Chiat/Day over Mullen and Y&R 2.1 to handle its new account, the New York client confirmed.
A combination of branding smarts, Internet savvy and chemistry had helped TBWA/C/D se-
cure the estimated $25 million account. The win marks the shop’s fourth new dot.com cli-
ent this year; overall, the shop has added $140 million to its billings, boosting the total to more than $350 million. Other recent dot.com clients are Webstreet, Eyada and one undisclosed other. TBWA/C/D cited its work for BarnesandNoble.com, Apple, Absolut and Pets.com during the credentials-only pitch.
“There was just a lot of passion from the Chiat people in the idea,” said Monica Sanchez de Brown, vice president of marketing at the company. Among those with the most enthusiasm were planning director David Hackworthy, and agency president and CEO Carl Johnson, whom she worked with when she was a marketing executive at Prodigy Internet, a TBWA/C/D client.
“It’s very fresh, very original and just a great use of the Internet,” Johnson said of the site.
On InfoRocket.com, users post questions on a variety of topics, such as health, travel and computers, and receive answers for a negotiated price. InfoRocket, positioning itself as the eBay for information, collects a fee equal to 20 percent of the price.
The Silicon Alley company, co-founded by Teodoro Montoya and Matt Cassin, has the financial backing of Draper Fisher Jurvetson, Prospect Street Ventures and Garage.com, and plans an IPO within the next year. Its new CEO is Beth Haggerty, formerly of the Go Network.