West and French’s Teamwork Wins nHabit.com




Virginia Online Furniture Vendor Appoints North Carolina Tandem
ATLANTA–After a month-long review, West & Vaughan has acquired the advertising account of nHabit.com, an online furniture designer and retailer located in Alexandria, Va.
The Raleigh-Durham, N.C., agency forged an alliance with public relations specialist Richard French & Associates of Research Triangle Park, N.C., to jointly pitch the $3 million Internet account. The team competed against a pair of undisclosed competitors.
William Winburn, nHabit.com’s chief executive officer, described the tandem presentation as creative, aggressive and strategically on target with the client’s plans for a late summer launch.
“There was good synergy between the two agencies,” Winburn said. “We were initially talking to [advertising and public relations agencies] separately, but when we saw this, we found it appealing.”
“We contacted [Richard French & Associates] when we found out [nHabit.com] was looking for both a public relations firm and an ad agency,” said West & Vaughan president and chief creative director Bill West.
“We’ve known Rick [French] for a long time and really respect his firm. We thought it would be a great idea for both of us to go in at the same time and work together . . . rather than getting an ad agency from here and a public relations agency from Timbuktu,” said West. “We were the only [pair] teaming together on it and [the client] really liked that idea.”
Winburn implied the majority of advertising will be Internet-based.
“Clearly we’re going to go to where the buyers are,” Winburn said, but noted other options were being considered.
“We are still detailing our media plans,” he said.
The nHabit.com site plans to retail its own branded line of upscale furniture and accessories. It will also offer Web-based consultation services from Slifer Design of Vail, Colo. Slifer was named the nation’s top residential design company by Interior Design magazine last year.
The online site will offer product delivery within four weeks and a money-back guarantee on the furniture it sells.
The Internet venue’s primary competitor at the moment is FurniturePoint.com. West noted that several other similar online businesses were in development.