NEW YORK: The names change, but the story remains the same: Dot-com meets hi-tech boutique PR firm. Dot-com gets amazing press. Dot-com abruptly ditches boutique for big-time agency.
NEW YORK: The names change, but the story remains the same: Dot-com
meets hi-tech boutique PR firm. Dot-com gets amazing press. Dot-com
abruptly ditches boutique for big-time agency.
The company in this case is New York-based Kozmo.com, the ballyhooed
online delivery service that this month dropped RLM Public Relations for
Edelman. Kozmo brought NY-based RLM on board last summer (PRWeek, July
26, 1999) and quickly became a media darling, garnering reams of
coverage in everything from Forbes to The New York Times to Vanity
But with Kozmo quickly expanding - it recently cut a dollars 150 million
partnership with Starbucks, and Amazon is reportedly eyeing a stake as
well - new chief marketing officer Chris Shimojima felt it was time to
go with a global agency, despite the phenomenal press already received.
The account is worth upwards of dollars 45,000 a month.
Shimojima said the decision was based on Edelman’s ’reach and scale’ and
emphasized that it had nothing to do with RLM’s performance: ’We’re
growing rapidly in terms of markets.’ Kozmo now operates in five cities
- New York, Seattle, San Francisco, Boston and Washington, DC - and
hopes to have 30 locations by December.
’In a nutshell, they decided to go with a global agency,’ said RLM CEO
Richard Laermer. ’While we’re opening offices in LA and DC, we cannot
open a Kozmo branch in every city in America and Europe, Asia and South
One source close to RLM was not as diplomatic, however: ’(Shimojima)
doesn’t have an idea of how fast the Internet works and how completely
unique Internet media is. So he’s not doing right by the company he
Edelman’s Barby Siegel heads the new Kozmo account team, but did not
return calls seeking comment. RLM is still handling media assignments
for Kozmo, and will remain on retainer until those stories are