Dot.com chief vows to pay for agency pitches

The chief executive of a dot.com start-up has announced he will pay PR companies to pitch for the company’s PR account.

The chief executive of a dot.com start-up has announced he will pay

PR companies to pitch for the company’s PR account.



Nick Barron, chief executive of e-announce.co.uk, has had initial

meetings with four agencies for what he described as a ’chemistry

check’.



He will select two agencies to develop ideas on PR strategy and even

advise on setting PR budgets, instead of a formal pitch, which Barron

says ’is time-consuming, expensive and incredibly draining’.



One agency will eventually be retained, but Barron says: ’Whatever

happens, we would remunerate the agency which doesn’t end up working

with us in the long term.’



Barron, who has a background in advertising, says the level of

remuneration will be set with the help of the agency.



Adrian Wheeler, chief executive of GCI which has been in talks with

e-announce said: ’I think it’s the way of the future, and if the PRCA

has anything to do with it, it will be the near future, not the

far.’



He added that it was likely that Barron would get much more work and

commitment from his PR agency.



E-announce is an on-line births, deaths and marriages announcement web

site. Barron was inspired to create the site following the death of his

father last year, and the difficulty in notifying relatives spread

throughout the world.



Leader, p8.



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