Bulletin to handle Why.com launch

BOSTON: With a March 1 launch rapidly approaching, start-up Why.com has put all its PR eggs in a smaller basket, passing over larger agencies for London-based Bulletin International.

BOSTON: With a March 1 launch rapidly approaching, start-up Why.com has put all its PR eggs in a smaller basket, passing over larger agencies for London-based Bulletin International.

BOSTON: With a March 1 launch rapidly approaching, start-up Why.com

has put all its PR eggs in a smaller basket, passing over larger

agencies for London-based Bulletin International.



Ashley Keller, co-founder of the developing Internet portal, said that

he evaluated a number of large PR firms but decided to go the

smaller-firm route. ’The industry is so hot right now that it’s

difficult to get individual attention,’ he explained, admitting his

reluctance to pay full fees and possibly not get access to a

multinational’s best people or services.



’Any agency can have contacts at The New York Times or Red Herring,’ he

continued. ’The question is, are they going to use them for us?’



Enter Bulletin, a PR firm with an international network now targeting

start-ups struggling to launch their brands. For Bulletin’s services,

Why.com will ante up a dollars 40,000 monthly fee.



’The idea is that they want a very aggressive international launch,’

said Bulletin SVP Rana Dasgupta. ’We already have professionals in

Melbourne, London and Singapore working on it.’



While Bulletin boasts a 10-year offline record of working with many

established brands, Why.com and Silicon Valley Bank are its first two

start-up accounts.



Aside from hyping their decision to give away a handful of Apple iBooks,

both Why.com and Bulletin declined to discuss specifics of the PR

campaign.



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