Carat will wield the buying budget for Buy.com, the US e-commerce
site and contender to Amazon.com, which launches here early next
year.
Buy.com, owned by eVentures, will enter the UK market as a seller of
brand name computer hardware and software but plans to replicate its US
growth pattern by expanding into books, videos, music, and computer
games.
Carat managing director Colin Mills, who will take charge of the
account, said the agency has been briefed to focus initially on the
computer site, Buycomp.com - one of the fastest-growing internet
ventures in US history.
Mills will be assisted by associate director Jonathan Durling and a
small buying team, which has yet to be put together. He said Carat will
target ’top end purchasers of PC computer hardware and software’ as well
as those who fall into the ’soho’ (small office, home office)
category.
Mills declined to comment on which media are being looked at. However,
eVentures wants to establish itself as a mainstream, user-friendly
consumer brand. The launch campaign is likely to include off-line media
such as the national consumer and lifestyle press and TV. Buy.com is one
of the biggest net advertisers in the US.
Meanwhile, owner eVentures is also still looking for an ad sales manager
(Media Business, 8 November) for Buy.com, although it has begun holding
interviews.
A spokesman said the company was undecided about whether to hire an
outside sales house or build an in-house team, although it preferred the
latter option.
Aside from winning Buy.com, Carat has also been retained to handle the
pounds 15 million UK media buying business for the French-owned food and
drinks giant Groupe Danone.
The reappointment covers the Danone dairy range, Jacob’s Biscuits,
Premier Water and HP Foods.
