800.com lures Disney vet and shifts its PR to Brodeur

PORTLAND, OR: 800.com, a Net start-up peddling consumer electronics, has added a high-level Disney marketing exec to its staff and shifted PR firms.

PORTLAND, OR: 800.com, a Net start-up peddling consumer electronics, has added a high-level Disney marketing exec to its staff and shifted PR firms.

PORTLAND, OR: 800.com, a Net start-up peddling consumer

electronics, has added a high-level Disney marketing exec to its staff

and shifted PR firms.



The Portland, OR-based site last week announced the hiring of former

Disney Interactive sales and marketing VP Timothy Zuckert. He joins as

chief marketing officer, a new position in charge of leading global

branding efforts.



800.com has also moved its PR account from Waggener Edstrom to Brodeur

Porter Novelli (BPN)/San Jose. The BPN selection, announced last week,

concluded a six-week review spearheaded by Zuckert. Eight agencies,

including Copithorne & Bellows, Wilson McHenry, New Ventures

Communications and SI-PR, were invited to pitch for the business.



Zuckert gave few concrete reasons for the split with Waggener. ’While

Waggener is a great agency, we felt that our business would get more

focused attention elsewhere.’



According to BPN senior VP Barbara Kohn who heads up the agency’s

Silicon Valley branch, it was her team’s experience working with

Phillips Electronics that tipped the scales in BPN’s favor. ’It was the

synergy between our Phillips experience and our expertise in consumer

electronics branding that made it work,’ she said.



BPN has been charged with developing consumer and industry campaigns

with an emphasis on branding. Figures for the PR budget were not

released.



However, signs indicate it will be a sizeable account, considering last

week’s announcement that 800.com is launching a dollars 25 million ad

campaign.



The site’s renewed marketing effort begins just as competition in the

online consumer electronics space is heating up. Though 800.com is

currently the only e-tailer devoted solely to these products, the mighty

Amazon launched its own online electronics store in July. According to

recent reports, further challenges in the consumer electronics market

also loom on the horizon, with the imminent debut of Net ventures from

consumer electronics retailing giants Circuit City, The Good Guys and

Best Buy.



Brodeur Porter Novelli’s San Jose/Silicon Valley office has been open

for almost six years.



Have you registered with us yet?

Register now to enjoy more articles and free email bulletins

Register
Already registered?
Sign in