Yet Another Dot Com Tempts Agency Contenders

Internet Provider Dotsafe Launches Review for $25 Mil. Account
LOS ANGELES–Add Dotsafe to the growing list of dot-com reviews.
The upstart “filtered” Internet service provider has begun a search to find its first advertising agency. Billings are initially estimated at $25 million, but could increase, according to Maria Reinhart, the company’s senior vice president of marketing, who confirmed the review.
Based in Phoenix, the privately held company is seeking a shop for both creative and media duties, said Reinhart. “We want a hip shop that will take us out of the clutter,” Reinhart said. “We want to be the Kleenex of the filtered Internet.”
The company, however, is considering hiring two different ad agencies, one for media and another for creative.
The selected agency will create a national image campaign, as well a national launch campaign introducing the ISP to consumers, said Reinhart, whose office is in Los Angeles. All forms of media will be utilized. The client has contacted some shops, but is interested in hearing from more agencies nationwide.
“We have to brand us,” Reinhart said. “We need a shop up to the challenge of the Web.”
In addition to Phoenix, the company has another corporate office in Dallas and marketing initiatives are handled out of Los Angeles.
Dotsafe provides “informational, intelligent filtering,” for the Internet, according to Reinhart.
Targeting families, the product prohibits users from accessing words or images that would not be heard or seen in a PG-rated movie, such as pornography, online gambling, hate groups, violence and controversial chat rooms.
The product had a soft launch earlier this year, but has not advertised. The software is currently available over the company’s Web site at, and at Toys R Us and Learningsmith stores. It will arrive on shelves at KBToys after Sept. 1.
Dotsafe’s founder and chief executive officer, Robert Maynard, also founded Internet America, which is publically traded on Nasdaq under the symbol GEEK.