Carat gains control of Buy.com budget as eVentures hits UK

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.

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.



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