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
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
However, signs indicate it will be a sizeable account, considering last
week’s announcement that 800.com is launching a dollars 25 million ad
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
Brodeur Porter Novelli’s San Jose/Silicon Valley office has been open
for almost six years.