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
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
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