Toy site switches firms to Ketchum

LOS ANGELES: After three years with Alexander Ogilvy, Santa Monica-based eToys announced this week that it has handed the reins for its PR account to Ketchum.

LOS ANGELES: After three years with Alexander Ogilvy, Santa Monica-based eToys announced this week that it has handed the reins for its PR account to Ketchum.

LOS ANGELES: After three years with Alexander Ogilvy, Santa

Monica-based eToys announced this week that it has handed the reins for

its PR account to Ketchum.



The shift seems to indicate eToys’ desire to move from the hi-tech,

e-commerce realm - where Alexander Ogilvy is a key player - to the

consumer marketing world, where Ketchum is an established

powerhouse.



However, neither Ketchum partner/San Francisco director Jon Higgins nor

eToys director of communications Ken Ross offered comment on the

decision to end the relationship with Alexander or the selection of

Ketchum.



Alexander Ogilvy EVP Holland Carney attributed the move to internal

management changes on the client side. ’It is not unusual when a new

internal marketing team comes in for external resources to shift,’ said

Carney, pointing out that Alexander handled eToys from launch through

IPO and said the parting was amicable.



Ketchum’s LA and San Francisco offices will service the eToys account on

a joint basis, with LA providing day-to-day account management and San

Francisco contributing creative direction. The collaboration is part of

what Higgins calls a ’best-teams approach.’



The eToys win is just one of a handful of dot-com accounts - totaling

about dollars 5 million - Ketchum has picked up over the past two

months.



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