CDP has secured the launch task for Webswappers.com following the
agency’s recent alliance with the management consultancy
The site enables consumers to swap a variety of goods and services
online free of charge. The launch task will be worth around pounds 6
CDP will create an integrated advertising campaign which will include
on- and off-line advertising. The work, which will break in the next
month, is likely to focus on how easy the site is to use and to reassure
potential users about its confidentiality.
CDP Media will handle the media planning and buying.
Jonathan Attwood, the chief executive of Webswappers, said: ’Swapping
has universal appeal. Today’s technology makes one of the oldest ways of
trading easily accessible and the web is just one of the delivery
methods we will use.’
Attwood launched Webswappers.com with Emily Elton, the marketing
director, in January this year.
PricewaterhouseCoopers is advising on financing issues. Its alliance
with CDP, which was announced in March this year, is intended to provide
a one-stop shop service for UK companies looking to build businesses on
The venture, known as Determinet, also includes a tie-up with Microsoft
and Sun Microsystems who joined as software and hardware technology
Users of Webswappers will be able to swap items including CDs, unwanted
concert tickets, leftover holiday currency and antiques. It will also be
possible to swap items for cash. Small businesses can swap their excess
If users are unable to find what they want they can set up a ’swap
alert’ and the site will notify them if the item comes online.
Customers that register will be given their own swap account page. A
confidential e-mail system will enable them to reject offers and haggle
over price. Swaps stay on the site for a period of ten weeks.
’This is a tremendous idea, one with solid business underpinnings. The
potential is amazing and we aim to build it into a major brand,’ Chris
MacLeod, CDP’s chief executive, said.