FitzGerald wins QVC account, and it is charged with attracting new e-users

WESTCHESTER, PA: QVC, the dollars 2.9 million cable TV home shopping network, has picked FitzGerald Communications to handle PR for its online retail division.

WESTCHESTER, PA: QVC, the dollars 2.9 million cable TV home shopping network, has picked FitzGerald Communications to handle PR for its online retail division.

WESTCHESTER, PA: QVC, the dollars 2.9 million cable TV home shopping network, has picked FitzGerald Communications to handle PR for its online retail division.

FitzGerald, a Cambridge, MA-based independent known more for its work in b-to-b and so-called deep technology than with consumer e-commerce companies, triumphed in a lengthy review that included agencies of all sizes, according to QVC's VP of PR Ellen Rubin. She added that the agency was brought in to help the four-year-old iQVC attract users other than viewers of the TV show.

FitzGerald will service the account from its Boston-area headquarters.

The firm is charged with raising visibility for iQVC within the analyst community, trade press and consumer media, 'with the ultimate goal of reaching customers,' noted Rubin. The account is reportedly worth about dollars 300,000 in annual fee income.

Figures from Forrester Research rank iQVC as the most popular general merchandise e-tailer in the US.

It sells products in categories including jewelry, home furnishings, fashion and beauty.

In May the company introduced streaming video e-mail to iQVC, enabling it to broadcast footage similar to its TV program and bridge the gap between the two formats.

This is only the first of a handful of consumer accounts the agency has taken on since June. Two other recent additions include Circles, a Boston-based company that markets online customer and employee retention and acquisition tools; and Classroom Connect, a Silicon Valley maker of Web-based grade school curriculum and professional development tools for teachers. Together, the three new clients will add approximately dollars 1.1 million in fee revenue to the agency's coffers.



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