TBWA/C/D Wins $50 Mil.-Plus Kozmo.com Account

TBWA/Chiat/Day has captured creative and media duties for Kozmo.com, an urban-delivery service that operates in six U.S. cities.
The New York agency, which bested two undisclosed shops in a strategic-only pitch, will develop both traditional and online advertising. The size of the account was not disclosed, but sources put the budget at $50-60 million.
Kozmo was impressed by the “thinking process” of the agency’s pitch team, which included president and CEO Carl Johnson, director of planning David Hackworthy and director of media Nick McLean, said Chris Shimojima, the company’s chief marketing officer.
“It’s really about making the emotional connection with our
customers,” said Shimojima. “And that’s where Chiat/Day stood out.” He added: “Now the hard part begins, identifying the emotional high ground and how [to] translate that into breakthrough creative.”
Previous ads, from DiMassimo Brand Advertising, used the tagline, “From the Internet to your door in under an hour.” DiMassimo did not participate in the review, which was managed by Boston consultancy Hambrick Group.
The review was sparked by the client’s desire for an agency with global reach [Adweek, Jan. 17]. TBWA/C/D’s first work is expected in the second quarter.
Kozmo, which competes with Net delivery service Urbanfetch, caters to the whims of urbanites, delivering movies, books, music and even food within an hour.
Based in New York, Kozmo also operates in Los Angeles, San Francisco, Boston, Seattle and Washington, D.C. By year’s end, the company expects to be in 20 U.S. markets, in addition to Europe.
Johnson attributed the win to the shop’s “fusion of media and brand planning.”
“This is a tremendous opportunity for us,” he said. “Kozmo.com is a brand creating new market space. Their ambition and entrepreneurial spirit makes it a great cultural fit.”
TBWA/C/D here, which now claims billings of more than $400 million, has recently added such clients as question-and-answer Web site InfoRocket ($25 million) and Circuit City ($50-60 million).