Webvan, eBay Tap Exile on Seventh for Online Ads

Shop Snares Dot-Coms It Believes Will ‘Come Out of the Shuffle’
SAN FRANCISCO–Exile on Seventh, a primarily interactive agency based here and in Atlanta, has added two high-profile Internet clients to its roster.
The shop has been chosen to handle online advertising for auction house eBay. Sources said billings on the account are roughly $10 million. Separately, the agency has been tapped to design online ads for Webvan.com. Billings are undisclosed.
“They are both great brands that have good traditional agencies and are well-known by consumers,” agency CEO Michael McMahon said. “A lot of companies are trying to shut down their spending, but we are confident these two companies are going to come out of the shuffle.
“We’ve aimed at trying to work with the biggest and the best,” McMahon said.
San Francisco’s Goodby, Silverstein & Partners and Publicis & Hal Riney handle the offline ad accounts of eBay and Webvan, respectively.
McMahon said Exile on Seventh has completed some online advertising for eBay that started running about two weeks ago. It was mainly focused on the site’s AutoTrader.com branch.
Webvan work will launch soon. Exile on Seventh will handle a complete online campaign, including media planning and buying, creative work and analysis.
Agency president Alan Burgis said adding two respected brands has helped the agency in its talks with other prospective clients. “As we talk to people, when they hear names like that, they are marquee names,” he said.
McMahon said the wins are an excellent opportunity to work with established brands, but that the growing shop will not challenge for the overall accounts.
“We are very careful not to compete with existing agencies,” he said. “We are there as a backup to offline agencies, but we won’t compete with someone who already has the business. We need to be good partners.” K